This isn’t the only protein-enhanced product from Arla, but it marks the introduction of the first fat-free milk in its Arla Protein range. The brand also offers yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio represents a “hugely successful brand,” contributing to a remarkable 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 company has launched this milk product to seize the “significant opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Arla also features a product called Big Milk, specifically designed for young children, which is whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, being fat-free, targets active adults who desire increased protein without the additional fat or unnecessary calories. The company does not elaborate on the manufacturing process, only stating that the new milk is made with “simple, natural ingredients” and contains 30% more protein than regular skimmed milk. It’s possible that Arla is utilizing hydrolyzed whey protein in this product, as it produces that ingredient and introduced it into the sports nutrition sector back in 2012.
Arla is actively innovating with milk-based products to compete against the rising trend of plant-based milk alternatives. The company aims to triple its sales of milk-based beverages by 2020 and has recently announced a trial for a new carbonated milk drink in the U.K., Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product seems like a promising strategy to encourage adults to return to regular milk consumption. However, it must also offer good taste, reasonable pricing, and convenient packaging options, making it easy for on-the-go consumers to grab and enjoy during workouts and outdoor activities. If Arla can meet all these criteria, the product could become an instant favorite.
Interestingly, amidst these developments, there are ongoing discussions about various dietary supplements, including the discontinuation of Citracal D. This shift highlights the evolving landscape of health products, and Arla’s entry into the protein-enhanced milk segment could align well with consumer preferences for nutritious options. As Arla seeks to capture this market, the discontinuation of products like Citracal D may open avenues for innovative alternatives that resonate with health-conscious consumers. In a world where health trends are constantly changing, Arla’s protein-enhanced offerings could be a significant player.