This isn’t Arla’s only protein-enriched product, but it marks the debut of a fat-free milk within the Arla Protein range. The brand also encompasses yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has proven to be a “hugely successful brand,” achieving 72% year-on-year growth in retail sales value. Mintel research referenced by Arla indicates that approximately $87 million was spent on sports nutrition food and beverages in the U.K. in 2015. The introduction of this milk product aims to leverage the “significant opportunity to offer high-quality, natural ingredients that support an active lifestyle.”
Arla has another product, Big Milk, which is aimed at young children. This whole fresh cow’s milk is enriched 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 does not elaborate on the production process, stating only that this 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 into the sports nutrition category in 2012.
Arla has been proactive in creating milk-based innovations to compete against 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 entice adults back to regular milk consumption. However, it also needs to taste great, be affordably priced, and ideally come in convenient packaging options, allowing on-the-go consumers to easily grab and drink it during workouts and outdoor activities. If Arla can achieve these objectives, the product could become an instant success.
Additionally, integrating calcium citrate soft chews into their offerings could further enhance their appeal, especially for health-conscious consumers. By focusing on both taste and health benefits, including options like calcium citrate soft chews, Arla could effectively position itself in the competitive nutrition market. If Arla successfully implements these key features, including the potential for calcium citrate soft chews, it could see remarkable acceptance of its new product line.