Arla enters dairy drinks category with two new launches

24 August 2015


Arla enters dairy drinks category with two new launches

Arla will continue a year of successful innovation and NPD in the dairy market, with an expansion into the dairy drinks category, with two new launches, Arla Protein Drinks and Arla Flavoured Milk.

Arla Protein Drinks

Arla Protein Drinks are the latest addition to Arla's successful Protein range, and mark a serious move from the company to enter the dairy drinks category, with a product to appeal to health conscious and fitness loving men and women.

Since launching in Tesco in January 2015, Arla Protein, the fruit flavoured quark snack, has already achieved sales of £1.5m and more impressively 16 per cent of people purchasing the product are new to the yoghurt category.

Spotting the success of the Protein brand, which was launched in reaction to a trend for functional, high protein products, Arla has developed Arla Protein Drinks to compete with other functional dairy drinks as well as protein shakes and bars.

The snack, which is as source of protein and low in fat, is designed to fuel the body both pre and post workout, with 25g of protein in each 500ml bottle - the equivalent to seven egg whites or a whole chicken breast.

Arla Flavoured Milks

With its second dairy drinks launch of the year, Arla Flavoured Milks is targeting parents with young children, with a reduced sugar flavoured milk drink, to give kids the natural goodness of dairy in a great tasting product.

A source of calcium and with 50 per cent less sugar than other flavoured milk drinks, this piece of NPD has been developed by Arla to meet the demands of parents looking to give their children a convenient tasting drink without the compromise.

The products fill a gap in the market for a drink that is fun, great tasting and full of dairy goodness with the aim of being popular with parents and children alike.

Stuart Ibberson, Category Director at Arla, commented: "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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