Arla Foods is gearing up to extend its Arla Protein yoghurt brand into dairy drinks in the UK.
The company launched Arla Protein in the UK earlier this year in order to capitalise on growing demand for protein-dense snacks.
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Arla is preparing to roll out a protein-enhanced dairy drink in the UK in "a couple of weeks", Gareth Turner, senior brand manger for the dairy group's UK arm, told attendees at the Canadean Dairy Innovation Summit in Dublin yesterday (21 April).
The marketing for the drink will focus on satiety. "Protein is already well established in the UK… it is all about keeps you going for longer," Turner explained.
Arla hopes by tapping into "need-based" innovation the company can regain momentum in flavoured milk sales, which went into decline last month, Turner said.
To read our in-depth coverage of Arla's aspirations for the dairy drinks category, click here. For our management briefing examining the protein opportunity, click here.
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