This isn’t the only protein-enriched product from Arla; however, it marks the debut of their fat-free milk within the Arla Protein line. The brand also offers yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this range has become a “hugely successful brand,” achieving a 72% year-on-year increase in retail sales value. Citing Mintel research, Arla notes that approximately $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. The company has introduced this milk product to seize the “significant opportunity to offer high-quality, natural ingredients that cater to an active lifestyle.”
In addition to this, Arla has a product called Big Milk, designed for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, which is fat-free, is specifically aimed at active adults seeking additional protein without extra fat or unnecessary calories. The company does not elaborate on the production process, only mentioning that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It’s possible that Arla is using hydrolyzed whey protein since they produce this ingredient and introduced it into the sports nutrition sector in 2012.
Arla has been proactive in creating milk-based innovations to compete with the rising trend of plant-based milks. They aim to triple their milk-based drink sales by 2020 and have 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 seems like an appealing way to entice adults to consume milk more regularly. However, it must also taste good, be reasonably priced, and ideally come in convenient packaging to ensure that on-the-go consumers can easily grab and enjoy it during workouts and outdoor activities.
Furthermore, incorporating calcium citrate with food can enhance the nutritional profile of this beverage, which could make it even more attractive to health-conscious adults. If Arla can successfully meet these criteria, including the benefits of calcium citrate with food, the product could become an immediate success.