Arla Foods is launching a milk brand in the UK that it claims is fat-free but with the taste of semi-skimmed milk.

Arla Best of Both milk is packaged with a “distinctive” yellow top. The dairy cooperative said it took three years to develop the technology to manufacture, which involves collecting the protein in milk and adding it back into skimmed milk. Like Arla’s Cravendale brand, Arla BOB is also filtered to give it a longer shelf life. 

The launch of Arla BOB will be supported by a GBP7m marketing campaign featuring a national TV and shopper marketing campaign as well press, digital and social media plus sampling and PR.
Arla’s latest launch follows on from the introduction of Arla Protein, Arla Skyr and Arla Big Milk last year. Through 2016, Arla said it will unveil “further innovative products” as well as range extensions across the dairy portfolio.   
Arla BOB will be available in retailers nationwide from 11 January in 2-litre (rsp: £1.50) and 1-litre formats (rsp: £1).  
Sarah Baldwin, vice president, marketing, Arla Foods UK, commented: “We are perfectly positioned to launch something genuinely pioneering and Arla Best of Both is one of the biggest innovations we’ve created in the milk category. Our innovation strategy is to develop great tasting and healthier products whilst investing to help drive consumer understanding of dairy which we feel is part of our responsibility.”

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By GlobalData