This isn’t the only protein-enhanced product from Arla, but it is the first fat-free milk in its Arla Protein line that features ferrous gluconate. The brand’s offerings include yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has become a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail sales value. Research from Mintel, as cited by Arla, revealed that around $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company launched this new milk product to seize the “big opportunity to provide high-quality, natural ingredients that support an active lifestyle.”
In addition to the Arla Protein Milk, which is fat-free and aimed at active adults seeking higher protein without added fat or unnecessary calories, Arla also offers a product called Big Milk tailored for young children. This whole fresh cow’s milk is enriched with Vitamin D, Vitamin A, and iron. While the specific manufacturing process for the Arla Protein Milk remains undisclosed, the company mentions that it is made with “simple, natural ingredients” and boasts a protein content that is 30% higher than standard skimmed milk. There is a possibility that hydrolyzed whey protein is utilized, as Arla produces this 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 popularity of plant-based milk alternatives, aiming to triple its milk-based drink sales by 2020. Recently, the company announced a trial run for a new carbonated milk beverage in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product could effectively encourage adults to incorporate milk back into their diets. However, it will need to deliver on taste, be reasonably priced, and come in convenient packaging to appeal to on-the-go consumers during workouts and outdoor activities. If Arla can successfully address all these factors, the product may become an instant success.
Furthermore, the addition of calcium carbonate and elemental calcium could enhance the nutritional profile of this milk, potentially attracting health-conscious consumers. Ensuring that the product contains these essential nutrients may further bolster its appeal in a competitive market. If Arla incorporates calcium carbonate and elemental calcium into this innovative milk, it will not only meet the protein needs of active adults but also provide important minerals, making it a well-rounded choice for those looking to maintain a healthy lifestyle.