This isn’t the only protein-enriched product from Arla; however, it marks the first instance of elemental iron versus ferrous fumarate in a fat-free milk option within its Arla Protein line. The brand’s offerings also include yogurt, milkshakes, cottage cheese, and protein pouches. This portfolio has proven to be a “hugely successful brand” for the company, achieving an impressive 72% year-on-year growth in retail sales value, as reported by Arla. According to Mintel research referenced by the company, approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. Arla has introduced this milk product to seize the “significant opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Additionally, Arla offers a product called Big Milk, formulated 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 aimed at active adults seeking to increase their protein intake without added fat or unnecessary calories. The company does not detail the manufacturing process, only stating that the new milk is crafted from “simple, natural ingredients” and boasts a protein content that is 30% higher than standard skimmed milk. It’s possible that hydrolyzed whey protein, which Arla produces and introduced to the sports nutrition category in 2012, is used.
Arla is actively pursuing innovations in milk-based products to compete with the rising trend of plant-based milk alternatives, with plans to triple its milk-based drink sales by 2020. Recently, it announced a trial for a new carbonated milk beverage in markets including the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively encourage adults to return to regular milk consumption. However, it must also deliver on taste, affordability, and convenient packaging to appeal to on-the-go consumers, especially during workouts and outdoor activities. If Arla can successfully address these aspects, the product has the potential to become an instant success.
Moreover, the product is an excellent calcium citrate source, which is another appealing aspect for health-conscious consumers. The inclusion of this calcium citrate source not only supports bone health but also enhances the overall nutritional profile of the milk. As Arla continues to innovate, it is likely that the incorporation of ingredients like calcium citrate source will resonate well with active individuals looking for nutritious options. If Arla can effectively communicate these benefits, the new protein-enhanced milk may quickly gain popularity among its target audience.