Arla Foods has entered the breakfast drinks category in the UK with the introduction of the new Milk & Oats drinks range.
Initially available in maple and vanilla flavours, the drinks in the range are made from a blend of skimmed milk, wholegrain oats and natural flavourings.
Arla claims that the range is aimed at consumers who desire a convenient product that is also high in fibre, low in fat and a source of calcium.
Research conducted by Nielsen suggests that the breakfast drinks category is growing 30% year-on-year, and the release of the Milk & Oats range aims to capitalise on this growth.
Packaged in 250ml bottles, the drinks provide a source of Vitamin B2 and B12, which contributes to the reduction of fatigue.
Verity Richardson, senior category & brand manager at Arla Foods said: “As a nation, our eating patterns are becoming more flexible and the way we consume breakfast is changing.
“Traditionally, eating breakfast on the go can lead to less healthy choices, but Milk & Oats is a nutritious drink* that still gives consumers the convenience and flexibility when eating breakfast out of the home.”
The Milk & Oats range will be available from 7 May in Nisa and Co-Op stores, and will be available in Sainsbury’s from 28 May.
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