This is not the only protein-enhanced offering from Arla; however, it marks the debut of their fat-free milk within the Arla Protein range. The brand also features yogurt, milkshakes, cottage cheese, and protein pouches. This portfolio is described as a “hugely successful brand,” achieving a remarkable 72% year-on-year growth in retail value, as reported by the company. According to research from Mintel, referenced by Arla, approximately $87 million was spent on sports nutrition food and beverages in the UK in 2015. The launch of this milk product aims to seize the “significant opportunity to deliver high-quality, natural ingredients that promote an active lifestyle.”
In addition, Arla offers a product named Big Milk, tailored for young children, which consists of whole fresh cow’s milk fortified with Vitamin D, Vitamin A, and Iron. Conversely, the Arla Protein Milk, being fat-free, targets active adults seeking additional protein without the extra fat or unnecessary calories. The company does not detail the manufacturing process, simply stating that the new milk is crafted from “simple, natural ingredients” and boasts a protein content that is 30% higher than that of standard skimmed milk. It is possible that hydrolyzed whey protein is utilized, as the company produces this ingredient and introduced it into the sports nutrition category back in 2012.
Arla is actively pursuing milk-based innovations to compete with the rising trend of plant-based alternatives. They aim to triple their milk-based drink sales by 2020 and have recently announced a trial for a new carbonated milk beverage in the UK, Singapore, and the United Arab Emirates. A fat-free, protein-enhanced milk product appears to be an effective strategy to encourage adults to return to regular milk consumption. However, it also needs to deliver on taste, be priced fairly, and ideally come in convenient packaging for on-the-go consumers to easily grab during workouts and outdoor activities. If Arla can achieve these objectives, this product could become a sensation.
In line with the health-conscious trend, consumers are also increasingly interested in supplements like calcium citrate calcitriol and zinc tablets, which support overall wellness. The benefits of such supplements can complement a protein-enhanced diet, enhancing the appeal of Arla’s offerings. By integrating this approach, Arla can potentially attract a broader audience that values both nutrition and convenience. If the product meets all these criteria, it stands a good chance of becoming an immediate success.