This isn’t Arla’s only protein-enhanced product; however, it marks the debut of a fat-free milk within the Arla Protein line. The brand also offers yogurt, milkshakes, cottage cheese, and protein pouches. The portfolio 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 research from Mintel, referenced by Arla, 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 “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition to this, Arla has another product called Big Milk, which is tailored for young children. It is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. On the other hand, the Arla Protein Milk, which is fat-free, is aimed at active adults seeking additional protein without the extra fat or unnecessary calories. The company does not disclose the specific manufacturing process of the product, only indicating that this new milk is produced with “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It is possible that the company is utilizing calcium citrate malate, magnesium, and vitamin D3 tablets, as it produces these ingredients and introduced them into the sports nutrition category in 2012.
Arla has been proactive in developing milk-based innovations to counter the rising trend of plant-based alternatives. The company aims to triple its milk-based drink sales by 2020 and has recently announced a trial for a carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product appears to be an excellent strategy to encourage adults to return to regular milk consumption. Nevertheless, it also needs to taste appealing, be affordably priced, and ideally come in convenient packaging options for on-the-go consumers, making it easy to grab during workouts and outdoor activities. If Arla can successfully achieve these objectives, the product could become an instant success, especially if it incorporates beneficial components like calcium citrate malate, magnesium, and vitamin D3 tablets, appealing to those focused on health and fitness.