This product is not Arla’s sole offering in the protein-enhanced category, but it marks the debut of fat-free milk within its Arla Protein series. The brand’s lineup also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has become a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. Research from Mintel, as cited by Arla, indicated that approximately $87 million was spent on sports nutrition foods and beverages in the UK in 2015. The company has introduced this milk product to seize the “significant opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, aimed at young children. This whole fresh cow’s milk is fortified with Vitamin D, Vitamin A, and Iron. However, the fat-free Arla Protein Milk is specifically designed for active adults seeking to increase their protein intake without additional fat or unnecessary calories. While the company does not detail the manufacturing process, it claims that the new milk is created using “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is likely that hydrolyzed whey protein is part of the formulation, as Arla produces this ingredient and integrated it into the sports nutrition category in 2012.
Arla has aggressively pursued milk-based innovations to counter the rising trend of plant-based milks, with plans to triple its milk-based drink sales by 2020. Recently, the company announced a trial for a new carbonated milk beverage in the UK, Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product appears to be an effective strategy to entice adults back to regular milk consumption. However, it must also offer good taste, reasonable pricing, and convenient packaging options to attract on-the-go consumers during workouts and outdoor activities. If Arla succeeds in meeting these criteria, the product could potentially become an instant success.
Additionally, incorporating calcium citrate in the formulation could further enhance its appeal, as it is known for its benefits in promoting bone health. The emphasis on calcium citrate in the UK market could also align well with consumer preferences for fortified dairy products. If Arla can effectively highlight these benefits, the prospects for their protein-enhanced milk could grow even stronger.