Dairy cooperative Arla has expanded into the dairy drinks category with the launch of new Arla Protein and Arla flavoured milk lines.
The launches are part of Arla’s ambitious plans to make Arla a leading household brand name in the UK over the coming years. Its entry into the dairy drinks category for the first time represents “a serious move” for the dairy company, it said.
Arla Protein is the latest addition to Arla’s successful Protein range, with appeal among health-conscious and fitness-loving consumers. Since launching in Tesco in January 2015, Arla Protein – the fruit flavoured quark snack brand – has already achieved sales of £1.5m, with 16% of purchasers new to the yogurt category.
Developed to compete with other functional dairy drinks as well as protein shakes and bars, Arla’s Protein drinks range is a source of protein, low in fat, and designed to fuel the body before and after a workout. They are available in original chocolate and a reduced-sugar light chocolate variety, with a recommended retail price of £1.89 per bottle.
Arla’s flavoured milk drinks are described as “a source of calcium” and contain 50% less sugar than other flavoured milk drinks on the market. Designed to meet the demands of parents and provide children with the natural goodness of dairy, the line is available in chocolate and strawberry variants.
Arla category director Stuart Ibberson said: “We’re launching two very different products into the category with Arla Protein drinks and Arla flavoured milks, targeting two distinct groups of consumers – health and fitness concerned adults and parents with children, who want to give them the best start in life. We see a big opportunity to drive growth in the dairy drinks category, which is currently in decline, with NPD that delivers on health and goodness, as nobody else is currently doing this.
“The launches also sees us continue to bring products to market under the Arla name, as we look to really strengthen our position in the UK diary market.”
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