This is not the only protein-enhanced product from Arla, but it marks the debut of their fat-free milk within the Arla Protein line. This range also features yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has become a “huge success,” with retail sales value increasing by 72% year-on-year. Citing Mintel research, Arla reported that approximately $87 million was spent on sports nutrition foods and beverages in the U.K. in 2015. The launch of this milk product aims to tap into the “big opportunity to offer high-quality, natural ingredients that support an active lifestyle.”
Arla also offers a product called Big Milk, specifically designed for young children; this is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, Arla Protein Milk, which is fat-free, targets active adults seeking additional protein without extra fat or unnecessary calories. The company has not disclosed the specifics of the manufacturing process, only stating that the new milk is crafted from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that the company utilizes hydrolyzed whey protein, as they produce this ingredient and introduced it to the sports nutrition category back in 2012.
Arla is actively pursuing the development of milk-based innovations to compete with the growing trend of plant-based milks, with plans to triple its milk-based drink sales by 2020. Recently, they 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 appears to be an effective strategy to entice adults back to regular milk consumption. However, it must also taste good, be affordably priced, and ideally come in convenient packaging options so that on-the-go consumers can easily grab and drink it during workouts and outdoor activities. If Arla can achieve these objectives, the product could become an instant success.
Furthermore, incorporating magnesium calcium citrate into the product could offer additional health benefits, appealing to health-conscious consumers. Arla’s focus on natural ingredients and high protein content will be essential, especially if they consider integrating magnesium calcium citrate, which could enhance the nutritional profile of the milk. With the right balance of taste, price, and convenience, along with the potential benefits of magnesium calcium citrate, Arla Protein Milk has the potential to resonate well with active adults looking for nutritious beverage options.