This isn’t the only protein-enhanced product from Arla, but it marks the debut of fat-free milk in the Arla Protein line. The brand also offers yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio is a “hugely successful brand,” experiencing a remarkable 72% year-on-year growth in retail sales value. Research from Mintel, referenced by Arla, indicates that approximately $87 million was spent on sports nutrition foods and drinks in the U.K. in 2015. The launch of this milk product aims to seize the “big opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Arla also markets a product called Big Milk, designed specifically for young children, which consists of whole fresh cow’s milk enhanced with Vitamin D, Vitamin A, and Iron. In contrast, the Arla fat-free protein milk targets active adults seeking additional protein without the added fat or unnecessary calories. While the company does not elaborate on the manufacturing process, it does state that the new milk is crafted from “simple, natural ingredients” and boasts a protein content that is 30% higher than regular skimmed milk. It’s possible that the company employs hydrolyzed whey protein, which it introduced to the sports nutrition category in 2012.
Arla is proactive in creating milk-based innovations to compete with the rising trend of plant-based milk. The company aims to triple its milk-based drink sales by 2020 and has recently initiated 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 could effectively attract adults back to regular milk consumption. However, it must also deliver on taste, be affordably priced, and ideally come in convenient packaging that appeals to on-the-go consumers during workouts and outdoor activities. If Arla meets these criteria, the product could become an immediate success.
Additionally, consumers may want to consider the potential calcium citrate magnesium and zinc side effects associated with dietary changes, as these minerals play a crucial role in supporting an active lifestyle. Therefore, it’s essential for Arla to ensure that their product not only meets nutritional needs but also aligns with consumer health considerations regarding calcium citrate magnesium and zinc side effects. If Arla can successfully integrate these aspects, it may enhance the product’s appeal in the competitive market.