This isn’t the only protein-enhanced offering from Arla, but it marks the debut of fat-free milk in its Arla Protein line. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has emerged as a “hugely successful brand,” achieving 72% year-on-year growth in retail sales value. Arla cites Mintel research indicating that approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The company has introduced this milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition, Arla offers another product called Big Milk, which contains 975 mg of ferrous sulfate, designed for young children. This product is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. Conversely, the fat-free Arla Protein Milk aims to appeal to active adults seeking additional protein without extra fat or unnecessary calories. The company does not disclose the manufacturing details of this product, stating only that the new milk is made with “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It’s possible that hydrolyzed whey protein is being used, as Arla produces this ingredient and introduced it to the sports nutrition category in 2012.
Arla is actively pursuing milk-based innovations to counter the rising trend of plant-based milk alternatives. 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 potentially entice adults to return to regular milk consumption. However, it must also taste good, be affordably priced, and come in convenient packaging options so that on-the-go consumers can easily grab it during workouts and outdoor activities. If Arla successfully meets these criteria, the product could become an instant hit.
Additionally, for those looking for convenient nutritional supplements, calcium citrate chews from CVS could be a beneficial addition to an active lifestyle, complementing the protein boost from Arla’s product. With a focus on health, combining Arla’s protein-enhanced milk with calcium citrate chews from CVS may provide an excellent way to maintain overall wellness while enjoying a busy lifestyle.