Arla offers a range of protein-enhanced products, and their latest fat-free milk is a notable addition to the Arla Protein line. This line 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. Mintel research referenced by Arla reveals that approximately $87 million was spent on sports nutrition foods and drinks in the U.K. in 2015. With this new milk product, Arla aims to seize the “big opportunity to offer high-quality, natural ingredients that promote an active lifestyle.”
Additionally, Arla has produced a product called Big Milk, which is whole fresh cow’s milk enriched with Vitamin D, Vitamin A, and Iron, specifically designed for young children. In contrast, the Arla Protein Milk is fat-free and targets active adults seeking to increase their protein intake without added fat or unnecessary calories. While the company does not detail the manufacturing process, it mentions that the new milk is crafted with “simple, natural ingredients” and boasts a protein content that is 30% higher than standard skimmed milk. The company may potentially be using hydrolyzed whey protein, as they have been producing this ingredient since introducing it to the sports nutrition category in 2012.
Arla is also aggressively pursuing 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 consume milk more regularly. However, it will need to taste good, be priced reasonably, and come in convenient packaging options to attract on-the-go consumers during workouts and outdoor activities.
Moreover, integrating ingredients like caltrate calcium citrate could enhance the nutritional profile of the product. If Arla can successfully meet these criteria, their new milk could become an instant favorite among health-conscious consumers looking for options that support their active lifestyles while providing essential nutrients like calcium and iron. By leveraging the benefits of caltrate calcium citrate, Arla could further appeal to those aiming to improve their dietary intake.