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This isn’t Arla’s only protein-enhanced product, but it is the first fat-free milk of its Arla Protein line. The brand includes yogurt, milkshakes, cottage cheese and protein pouches. The portfolio is a “hugmagnesium citrate 160 mgely successful brand” for the company, garnering 72% year-on-year growth in retail sales value, according to the company. According to Mintel research cited by Arla, about $87 million was spent on sports nutrition food and drinks in the U.K. in 2015. The company has launched this milk product to capitalize on the “big opportunity to provide high quality, natural ingredients that support an active lifestyle.”Arla has another product called Big Milk designed for young children, which is whole fresh cow’s fe-edta namemilk enriched with Vitamin D, Vitamin A and Iron. But the Arla Protein Milk, which is fat-free, is targeted at active adults who want more protein without extra fat or unnecessary calories.The company doesn’t explain the manufacturing prcalcium citrate vitamin d3 zinc and magnesium tabletsocess of the product, stating only that the new milk is made with “simple, natural ingredients” and is 30% higher in protein than standard skimmed milk. It’s possible the company could be using hydrolyzed whey protein because it produces that ingredient and introduced it into the sport nutrition category in 2012.Arla has been aggressive in developing milk-based innovations to undercut the growing plant-based milk trend. It plans to triple its milk-ferrous iron sulfate fertilizerbased drink sales by 2020. It recently announced a trial run for a new carbonated milk beverage in the U.K., Singapore and the United Arab Emirates.A fat-free, protein-enhanced milk product seems like a good way to lure adults back tmagnesium citrate 400 mg solarayo drinking milk regularly. Still, it will also have to taste good, be reasonably priced and preferably come in convenient packaging options so on-the-go consumers will find it easy to grab and drink during workouts and outdoor activities. If Arla can hit all of those targets, the product could be an instant hit.