Arla has today unveiled a new fat-free milk that “tastes as good as semi-skimmed”.
Arla Best of Both is packaged with a distinctive yellow bottle top and is the result of three years’ worth of development. The technology used to create the unique new milk involves collecting some of the naturally occurring protein found in milk and carefully adding more of it back into the skimmed milk to deliver a taste and texture comparable with semi-skimmed, but without the fat, the company explained.
And, thanks to Arla’s PurFiltre process, Best of Both also lasts longer in the fridge.
The launch of Arla Best of Both will be supported by a £7m integrated marketing campaign designed to announce the product with “bursts of yellow across all consumer touch points”, the Danish cooperative revealed. It will feature national TV and shopper marketing activity alongside 48 sheets, six sheets, press, digital and social media material.
Best of Both has launched in retailers nationwide today in 2 litre and 1 litre formats, with recommended retail prices of £1.50 and £1 respectively. Each 100ml serving provides consumers with 41 calories and 4.7g of protein.
Arla Foods UK vice president, marketing Sarah Baldwin said: “We are perfectly positioned to launch something genuinely pioneering and Arla Best of Both is one of the biggest innovations we’ve created in the milk category. Our innovation strategy is to develop great tasting and healthier products whilst investing to help drive consumer understanding of dairy which we feel is part of our responsibility.
“With organisations like Public Health England encouraging people to consider drinking lower fat milks, we believe Arla BOB will be a popular choice for many consumers.”
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