Arla’s latest offering is not its only protein-enriched product, but it marks the introduction of the first fat-free milk within its Arla Protein range. This line also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, the portfolio has become a “hugely successful brand,” achieving a remarkable 72% year-on-year increase in retail sales value. Citing Mintel research, Arla notes that approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. With this new milk product, Arla aims to seize the “significant opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition to the Arla Protein Milk, which is fat-free and tailored for active adults seeking higher protein without excess fat or calories, the brand also offers Big Milk, specially formulated for young children. Big Milk is whole fresh cow’s milk fortified with calcium citrate, vitamin D3, and iron. While the company has not detailed the manufacturing process for the new Arla Protein Milk, it emphasizes that the product is crafted with “simple, natural ingredients” and boasts a protein content that is 30% higher than standard skimmed milk. There is speculation that hydrolyzed whey protein might be part of the formulation, as Arla produces this ingredient and introduced it into the sports nutrition sector back in 2012.
Arla is actively pursuing milk-based innovations to compete with the rising popularity of plant-based alternatives, with plans to triple its sales of milk-based drinks by 2020. Recently, the company announced a trial for a new carbonated milk beverage in markets including the U.K., Singapore, and the United Arab Emirates.
The introduction of a fat-free, protein-enhanced milk product appears to be a strategic move to encourage adults to resume regular milk consumption. However, for it to succeed, the product must also deliver on taste, affordability, and convenient packaging options, making it easy for on-the-go consumers to enjoy during workouts and outdoor activities. If Arla can achieve these goals, the product has the potential to become a popular choice, especially as it may contain beneficial elements like calcium ascorbate and vitamin D3 to enhance its appeal to health-conscious consumers.