Arla launches whey-protein water drink in Denmark
Dairy cooperative Arla has begun selling Arla Protein Water, a drink made with milk whey protein, in Denmark. The company says the launch lets it build experience in the category gradually.
Arla, the farmer-owned European dairy cooperative that processes milk supplied by its farmers, has launched a new water-based protein drink, Arla Protein Water, in Denmark. The drink is made with whey protein from milk and is initially sold at gas stations and fitness centres.
The company says the product was developed to complement its existing protein range and to respond to consumer demand for functional products that can be consumed on the go. Each bottle contains 12 g of protein. Arla stresses that the drink is not meant to replace regular water.
Protein beyond sport
Henrik Lilballe Hansen, country director at Arla Denmark, said protein has mainly been associated with sports and exercise. Consumers now use it more broadly, looking for easy choices after activity or during a busy day. In his view, protein is no longer a niche, which is why demand for new formats is growing.
The company is starting where demand for on-the-go products is greatest. That will let it learn from consumer reactions and assess how the category might develop. Arla also says the launch offers a chance to gradually build experience with the category and its demand.
Earlier investment
Last month Arla announced it would invest €63 million to expand its output of skyr and cottage cheese, responding to demand for protein-rich foods. The investment, at sites in Germany and Sweden, is intended to help the company meet growing demand across markets and create greater value from the milk it collects from farmers.
The dairy business says consumers in Europe and other markets are increasingly seeking practical foods that fit an active lifestyle and a balanced diet.
