Danish dairy group Arla Foods told just-food today (5 July) that the withdrawal of its mini-30 reduced calorie milk is not indicative of a decline in its reduced calorie, reduced sugar ‘Cheasy’ range.

The production of mini-30 milk will cease, Arla spokeswoman Ulla Kjer said, “simply because it didn’t sell enough” despite the high-levels of recognition that it achieved. “80% of Danes recognised the milk, they just didn’t buy it,” Kjer observed.

Arla attributed the failure of mini-30 milk to problems with its taste profile. “We believe that this was because customers couldn’t get used to the taste. We knew the launch of mini-30 was a big challenge. It takes a long time for customers to get used to new tastes. But, we believe the taste profile was too different from normal milk,” Kjer continued.

Kjer said that the failure of its reduced calorie milk had not deterred Arla from following healthy eating trends, which have inspired a multitude of new products across the food industry.

“We will continue to launch new healthy products in our highly successful reduced fat, reduced sugar Cheasy range. This range started out as one reduced fat cheese – now there are around 25 products and we will continue to add to the range,” Kjer concluded.