“Arla Launches Fat-Free Protein Milk: A Strategic Move to Capture Health-Conscious Consumers”
This isn’t the only protein-enhanced product from Arla; however, it marks the debut of the fat-free milk within the Arla Protein line. This brand features a variety of offerings, including yogurt, milkshakes, cottage cheese, and protein pouches. According to the company, this portfolio has become a “hugely successful brand,” achieving a remarkable 72% year-on-year increase in retail sales value. Citing Mintel research, Arla noted that approximately $87 million was spent on sports nutrition food and beverages 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 support an active lifestyle.”
Arla also offers another 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, Arla Protein Milk is fat-free and targets active adults seeking increased protein without additional fat or unnecessary calories. The company has not disclosed the specifics of the product’s manufacturing process, only stating that it is made from “simple, natural ingredients” and contains 30% more protein than standard skimmed milk. It’s possible that hydrolyzed whey protein is utilized, as Arla produces this ingredient and introduced it to the sports nutrition market in 2012.
Arla has been proactive in creating milk-based innovations to counter the rising popularity of plant-based milk. The company aims to triple its sales of milk-based drinks by 2020. Recently, it 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 seems like a promising strategy to entice adults back to regular milk consumption. To be successful, it must also taste good, be affordably priced, and come in convenient packaging options, making it easy for on-the-go consumers to grab and enjoy during workouts or outdoor activities. If Arla can achieve these goals, the product could become an instant success. Additionally, incorporating beneficial ingredients like calcium citrate, which is also important for dogs, could enhance its appeal to health-conscious consumers. By emphasizing the nutritional benefits, including those for both people and pets, Arla could further solidify its place in the market.
