This isn’t Arla’s sole protein-enriched offering, but it marks the first fat-free milk in their Arla Protein range. The brand 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% growth in retail sales value year-on-year. Research from Mintel, as noted by Arla, revealed that 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 cater to an active lifestyle.”
Arla also offers a product called Big Milk, tailored for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk is aimed at active adults seeking additional protein without the extra fat or unnecessary calories. The company does not disclose the manufacturing details, stating only that the new milk is crafted from “simple, natural ingredients” and boasts 30% more protein than standard skimmed milk. It’s likely that Arla may be utilizing hydrolyzed whey protein, as they have produced this ingredient since entering the sports nutrition category in 2012.
In response to the rising popularity of plant-based milk alternatives, Arla has aggressively pursued milk-based innovations. The company aims to triple its milk-based drink sales by 2020 and has recently 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 encourage adults to resume regular milk consumption. However, it must also taste great, be affordably priced, and ideally come in convenient packaging to appeal to on-the-go consumers during workouts and outdoor activities. If Arla can successfully meet these criteria, the product stands a strong chance of becoming a hit. Moreover, incorporating calcium citrate only supplements into their offerings could enhance the appeal, providing consumers with an additional health benefit. Ultimately, if Arla effectively promotes the advantages of their fat-free protein milk alongside calcium citrate only supplements, they may attract a broader audience seeking both nutrition and convenience.