This isn’t the only protein-enhanced offering from Arla; however, it marks the debut of fat-free milk within its Arla Protein range. 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, cited by Arla, indicates that approximately $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. The launch of this milk product aims to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, specifically designed for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk targets active adults seeking additional protein without the extra fat or unnecessary calories. While the company does not elaborate on the manufacturing process, it does mention that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that hydrolyzed whey protein is being utilized, as Arla produces this ingredient and introduced it into 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 plans to triple its milk-based drink sales by 2020. Recently, the company 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 appears to be an effective strategy to entice adults to return to regular milk consumption. However, it must also deliver on taste, be affordably priced, and ideally be available in convenient packaging so that busy consumers can easily grab it during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become an instant success.
Incorporating calcium citrate kya hota hai into its formulation could also enhance the product’s appeal, as consumers are increasingly interested in products that support bone health. With this additional focus on calcium citrate kya hota hai, Arla could further differentiate itself in the competitive landscape. Ultimately, if Arla addresses all these aspects, the protein-enhanced milk could capture the interest of health-conscious consumers looking for nutritious options.