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Arla expands milk-based portfolio with new drinks

DBR Staff Writer Published 01 September 2016

Arla has unveiled a series of milk-based drinks with fruit, tea and an energy drink rich in protein.

The products are part of Arla’s Good Growth 2020 Strategy to maximize opportunities outside of standard liquid milk and triple the revenue of milk-based beverages from €230m in 2015. 

The drinks include new flavors of Arla protein milkshakes with 20g of protein in each bottle, a new Pucko chocolate milk from the Cocio joint venture, Matilde fruit flavored milkshakes and sport energy drinks with 40% extra protein.

As part of its ‘Good Growth 2020’ strategy, the dairy company is trying to challenge the soft drinks industry by pushing what it says are healthier milk-based alternatives.

Arla global Marketing & Innovation executive vice president Hanne Søndergaard says that the company can double its size of playing field for liquid milk products and gain significant growth opportunities by addressing the beverage market more strategically.

The target area revealed by the Denmark-headquartered company is Northern Europe followed up by Asia, the Middle East and Northern Africa.

It has particularly chosen the UK, Singapore and UAE as test markets.

Søndergaard also said: “We have a big opportunity to provide people with nourishment when they need it, based on the natural goodness of Arla milk. Our milk should not only be enjoyed from litre-sized packages bought in supermarkets, it should also be available as a tasty beverage on the go.

“We will expand our portfolio to include products that will nourish you, fuel you or refresh you - whenever and wherever you need it. This will create new sales opportunities for us in places such as convenience stores, petrol and train stations, gyms, workplaces, cafes, bars etc., where we are hardly even present today.”

Owned by more than 12,000 farmers across Denmark, Germany, Sweden, Belgium, the UK, the Netherlands and Luxemburg, Arla had recently launched new beverages Arla Protein and Arla Move.

Image: Arla to triple its business in the beverage market. Photo courtesy of Arla Foods amba.