This isn’t the only protein-enhanced offering from Arla, but it marks the introduction of the first fat-free milk in its Arla Protein line. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This portfolio has proven to be a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year growth in retail sales value, as reported by the company. According to Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company has launched this milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, which is tailored for young children and consists of whole fresh cow’s milk enriched with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is aimed at active adults who seek additional protein without the extra fat and unnecessary calories. While the company does not elaborate on the manufacturing process, it emphasizes that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that the company utilizes hydrolyzed whey protein, as it produces this ingredient and introduced it into the sports nutrition category back in 2012.
Arla has been proactive in developing milk-based innovations to counter the rising trend of plant-based alternatives, with a goal to triple its milk-based drink sales by 2020. Recently, it announced a trial run for a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product appears to be a promising strategy to entice adults back to regular milk consumption. However, it must also deliver on taste, be affordably priced, and preferably come in convenient packaging options, ensuring that on-the-go consumers can easily grab and enjoy it during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become a significant success. Additionally, incorporating products like Bluebonnet Cal Mag alongside their offerings might enhance the appeal for health-conscious consumers looking for nutritious options.