Arla’s latest offering is not its only protein-enriched product, but it marks the introduction of the first fat-free milk in the Arla Protein range. This line also features yogurt, milkshakes, cottage cheese, and protein pouches made with natural sources. The brand has been remarkably successful for the company, achieving a 72% year-on-year increase in retail sales value, as reported by Arla. According to research from Mintel that Arla referenced, 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 seize the “significant opportunity to provide high-quality, natural ingredients that support an active lifestyle,” including calcium citrate, which can be beneficial for those experiencing GERD.
Additionally, Arla offers a product called Big Milk, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron, specifically designed for young children. In contrast, Arla Protein Milk, which is fat-free, targets active adults seeking more protein without the added fat or unnecessary calories. While the company does not disclose the specific manufacturing process, it asserts that the new milk is created using “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It is possible that the company utilizes hydrolyzed whey protein, as they have been producing this ingredient since entering the sports nutrition market in 2012.
Arla has been proactive in creating milk-based innovations to counter the rising trend of plant-based milk alternatives. It aims to triple its sales of milk-based beverages by 2020 and has recently announced a trial for a new carbonated milk drink in markets such as the U.K., Singapore, and the United Arab Emirates. The introduction of a fat-free, protein-enhanced milk product appears to be a promising strategy to attract adults back to regular milk consumption. However, it must also be flavorful, reasonably priced, and come in convenient packaging that makes it easy for on-the-go consumers to enjoy during workouts and outdoor activities. If Arla can successfully meet these criteria, the product could become an instant success, potentially incorporating elements like calcium citrate to address health concerns such as GERD.