This is not the only protein-enhanced product from Arla; however, it marks the debut of fat-free milk in the Arla Protein line. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This range has proven to be a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year growth in retail sales value, as reported by Arla. According to Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company has introduced this milk product to capitalize on a significant opportunity to offer high-quality, natural ingredients that support an active lifestyle.
Arla also offers a product called Big Milk, aimed at young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, Arla Protein Milk, which is fat-free, is designed for active adults seeking additional protein without excess fat or unnecessary calories. The company does not disclose the manufacturing process for this product, only noting that the new milk is crafted with “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that the company utilizes hydrolyzed whey protein, as it produces this ingredient and introduced it into the sports nutrition category in 2012.
Arla is actively pursuing milk-based innovations to compete with the rising trend of plant-based milk. The company aims to triple its sales of milk-based drinks 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 appears to be an effective strategy to entice adults back to regular milk consumption. However, it must also taste appealing, be affordably priced, and preferably come in convenient packaging to ensure on-the-go consumers can easily grab and enjoy it during workouts and outdoor activities. If Arla can meet these criteria, the product could become an instant success.
Furthermore, the inclusion of calcium citrate, vitamin D, magnesium, and zinc tablets in the diet can complement the benefits of Arla Protein Milk by supporting overall health, particularly for active individuals. With these additional nutrients, consumers may find a more comprehensive solution to their nutritional needs, enhancing the appeal of the product. If Arla successfully integrates these aspects, it could significantly boost the product’s attractiveness in the competitive market.