This isn’t Arla’s only protein-enhanced offering, but it marks the debut of fat-free milk within the Arla Protein range. The brand features a variety of products, including 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 cited by Arla, approximately $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. The introduction of this milk product aims to seize the “significant opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Arla also offers a product called Big Milk, specifically designed for young children; it consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, which is fat-free, is aimed at active adults seeking additional protein without extra fat or unnecessary calories. The company does not elaborate on the manufacturing process, merely noting that the new milk contains “simple, natural ingredients” and boasts 30% more protein than regular skimmed milk. It’s possible that hydrolyzed whey protein is utilized, as Arla produces this ingredient and first introduced it into the sports nutrition category in 2012.
Arla is proactively innovating milk-based products to compete against the rising trend of plant-based milks, with a goal to triple its milk-based drink sales by 2020. Recently, they announced a trial for a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively entice adults to return to regular milk consumption. However, it must also taste good, be affordably priced, and ideally come in convenient packaging options, allowing on-the-go consumers to easily grab and drink it during workouts and outdoor activities. If Arla can accomplish these objectives, the product has the potential to become an instant success.
Additionally, for those looking to enhance their nutritional intake, it’s worth noting that you can take calcium citrate with magnesium. This combination can support overall health, making it a good complement to an active lifestyle. If Arla can align its product with such health-focused trends, while also ensuring that you can take calcium citrate with magnesium alongside it, the potential for success is even greater. Ultimately, if Arla meets all these criteria, the product could very well become a favorite among consumers.