This is not the only protein-enhanced offering from Arla, but it marks the debut of their fat-free milk within the 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 Arla, achieving a remarkable 72% increase in retail sales value year-on-year. As reported by Arla, research from Mintel indicated that approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The introduction of this new milk product aims to leverage the “significant opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Arla also offers a product called Big Milk, specifically formulated for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk is fat-free and targeted toward active adults seeking extra protein without additional fat or unnecessary calories. The company has not disclosed the specific manufacturing process for this product, only mentioning that it is crafted with “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is being utilized, as Arla has produced this ingredient and entered the sports nutrition segment back in 2012.
Arla has been proactive in creating milk-based innovations to compete with the rising trend of plant-based milks, with a goal to triple its sales of milk-based drinks 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-enriched milk product appears to be an effective strategy to entice adults to consume milk more regularly. However, it must also be palatable, reasonably priced, and ideally offered in convenient packaging to ensure that busy consumers can easily grab it for consumption during workouts and outdoor activities. If Arla successfully meets these criteria, the product could become an instant success.
Additionally, for those interested in enhancing their nutritional intake, calcium citrate gummies from Costco are a great supplement option. These gummies not only provide essential calcium but are also a convenient choice for adults looking to maintain their health alongside the consumption of innovative products like Arla Protein Milk. As the market evolves, balancing taste, price, and convenience will be crucial for products like Arla’s offerings, as well as for supplements like calcium citrate gummies from Costco.