Arla Foods is aiming to tap into the continuing popularity of high-protein products with the UK launch of Arla Protein milk.
Available as of today, the milk is fat free and ‘30% higher in protein than standard skimmed milk’.
Produced from fresh milk, the product can be consumed alone or added to smoothies and shakes to give an added protein boost.
The launch comes as the protein trend in the UK moves further into the everyday mass market, with 45% of British consumers now recognising that it’s important to increase protein intake when exercising, according to Mintel research.
Arla Protein brand manager Steph Barker said: “We all know that protein is important in a healthy diet and especially for those that are exercising regularly.
“Arla’s new Protein milk is an easy way to incorporate the nutrient into everyday life to optimise the workout regime. For gym goers and exercise lovers, it’s the perfect way to make a healthy choice without sacrificing on taste.”
The product joins other products in the Arla Protein range, including yogurt, milkshakes, cottage cheese and protein pouches.
Arla said its Protein range is experiencing a 72% year-on-year growth in retail sales value.
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