This isn’t the only protein-enhanced offering from Arla, but it marks the debut of the fat-free milk within its Arla Protein line. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches, collectively recognized as a “hugely successful brand” for the company, achieving a remarkable 72% year-on-year growth in retail sales value, according to their reports. 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 company has introduced this milk product to seize the “significant opportunity to provide high-quality, natural ingredients that promote an active lifestyle.”
Arla offers another product named Big Milk, tailored for young children, which consists of whole fresh cow’s milk enriched with Vitamin D, Vitamin A, and Iron. In contrast, the Arla Protein Milk, being fat-free, is specifically aimed at active adults looking to increase their protein intake without additional fat or unnecessary calories. The company has not detailed the manufacturing process, only stating that this new milk contains “simple, natural ingredients” and boasts a 30% higher protein content compared to standard skimmed milk. It’s plausible that hydrolyzed whey protein is used, as Arla produces this ingredient and incorporated it into the sports nutrition category in 2012.
Arla is actively pursuing milk-based innovations to counter 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 a promising strategy to encourage adults to return to regular milk consumption. However, it must also taste great, be affordably priced, and ideally come in convenient packaging options so that on-the-go consumers can easily grab and enjoy it during workouts and outdoor activities. If Arla can meet these criteria, the product could become an instant success.
Additionally, incorporating elements like calcium citrate 1250 mg can enhance the nutritional profile, which is increasingly appealing to health-conscious consumers. Ensuring that each serving of Arla Protein Milk includes calcium citrate 1250 mg could further attract those focused on their dietary intake. Ultimately, if Arla successfully combines taste, convenience, and a strong nutritional foundation, including components like calcium citrate 1250 mg, the Arla Protein Milk could capture significant market interest.