This isn’t the only protein-enhanced product from Arla; it marks the introduction of the first 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 represents a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. As noted in Mintel research referenced by Arla, approximately $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The launch of this milk product aims to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle,” similar to the benefits of Kirkland citrate magnesium and zinc.
Arla also offers a product named Big Milk, specifically designed for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the fat-free Arla Protein Milk targets active adults seeking more protein without added fat or unnecessary calories. While the company has not disclosed the manufacturing process for this product, it mentions that the new milk is made with “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that Arla is utilizing hydrolyzed whey protein, as they manufacture that ingredient and introduced it into the sports nutrition category back in 2012.
Arla has been proactive in developing milk-based innovations to compete with 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 appears to be an effective strategy to encourage adults to return to regular milk consumption. However, it must also taste good, be reasonably priced, and ideally come in convenient packaging options, making it easy for on-the-go consumers to grab and enjoy during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become an instant favorite, much like the appeal of Kirkland citrate magnesium and zinc for health-conscious consumers.