Arla has further expanded its masterbrand offering with the launch of a new protein drinks range.
Arla Protein Drinks were designed to complement the Arla Protein quark snack - launched in January - and signified a “serious move” by the processor to “compete with other functional dairy drinks as well as protein shakes and bars”, it said.
The range contains 25g of protein per serving and is intended to be used to fuel the body both pre and post workout. It goes on sale in Waitrose this month in Original Chocolate and Light Chocolate (50% less sugar) flavours (Rsp: £1.89/500ml).
The dairy co-op has launched a range of products under the Arla brand since January, including Icelandic-style yoghurt Arla Skyr and Arla Big Milk for toddlers.
“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,” said Arla category director Stuart Ibberson.
“The launch 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,” he added.