Denmark-based dairy company Arla Foods has launched a new protein-rich, fat-free product into the yogurt category.
Arla Protein is a quark base made using skimmed milk from Arla co-operative farmers, producing a thick texture with a naturally higher level of protein concentration than traditional yogurts. It will initially be available in three different flavours – raspberry, strawberry and blueberry.
A 200g portion provides 20g of protein, which represents 40% of the UK recommended daily reference intake for adults.
The company said: “The launch is part of the cooperative’s ambitious plans to make Arla a leading dairy brand name in the UK over the coming years. It will be launching further innovative products as well as range extensions across the dairy portfolio supported by significant above and below-the-line advertising campaigns.”
Stuart Ibberson, Arla Foods UK’s category director, said: “The Arla name presents a great opportunity to be able to build a brand around the inherent healthy credentials that dairy has to offer and entering the yogurt category strengthens our position as the leading dairy company in the UK.
“Arla Protein is healthy, fat free, delicious and tasty, and a great way to a protein fix in just one pot. In particular, it’s a great treat after exercise, since protein contributes to maintaining and growing muscle mass, so we believe it will appeal to increasingly active, health-conscious consumers.
“It is also an opportunity for us to attract active 25–35 year olds into the category.”
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