Arla protein expands product line with new milkshake

DENMARK – Arla Protein, a brand of Arla Foods, has introduced a ready-to-drink milkshake targeting on-the-go consumers.

This launch marks the brand’s first foray into the ready-to-drink protein category, offering a product that combines taste and nutrition in a portable format.

Arla Protein Milkshake, available in 200ml cups, features a creamy texture and delivers 20g of protein per serving. It is lactose-free, contains no added sugars and is under 182 calories, making it an appealing choice for health-conscious consumers.

The milkshake comes in two flavours: Vanilla Fudge and Chocolate Brownie, which are positioned as satisfying treats for afternoon breaks or evening enjoyment.

Amy Punchard, Brand Manager for Arla Protein UK, highlighted the product’s alignment with consumer preferences for indulgent yet health-oriented snacks. “This indulgent milkshake offers active consumers a permissible treat that fits seamlessly into their health goals.”

Additionally, this product is the first protein shake to use a cup-and-straw format, enhancing its convenience for on-the-go consumption. The packaging allows consumers to easily extend the straw and enjoy the milkshake anywhere, meeting increasing demand for portable meal solutions for fast-paced lifestyle.

Arla Foods launches protein-packed meal in Denmark

In 2024, the company introduced a new range of meal-replacement milk-based drinks in Denmark, with plans to expand the Protein Food to Go range to England and the Netherlands.

The drinks, which come in chocolate caramel and vanilla hazelnut flavors, are designed to provide a convenient, nutritious option for consumers on the go. Each serving contains 30 grams of protein, 12 grams of fiber, and added vitamins and minerals.

Henrik Lilballe, Managing Director of Arla’s Danish operations, expressed the company’s ambition to develop the “beverage meal” segment alongside their customers, acknowledging that while this concept is relatively new to Danish consumers, there is significant potential for growth.

Lilballe emphasized that the success of these products will require substantial effort in educating consumers on how and when to use them.

Despite anticipating a gradual market introduction, Arla has high hopes for the product’s future in Denmark.

The “beverage meal” sector is reportedly growing in countries like England and Germany, where Arla sees additional opportunities for its Protein Food to Go range.

Arla’s commitment to expanding its portfolio is evident in its recent investment of DKr20m (US$2.9 million) to support the growth of its Starbucks and Cocio milk drinks in Denmark.

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