UK: Arla launches “Best Of Both” milk
Dairy firm Arla has announced the launch of a new product under the name Best of Both that promises the benefits of fat-free milk with the taste of a semi-skimmed milk.
According to Arla, Best Of Both involves collecting some of the naturally occurring protein in milk and adding more of it back into skimmed milk to deliver a taste and texture that is as good as semi-skimmed. In addition, the new brand is said to benefit from Arla’s PurFiltre process for enhanced shelf life. Product development is said to have taken three years in total.
Commenting on the release, Sara Baldwin, Arla Foods UK marketing vice president, said: “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”.
“With organisations like Public Health England encouraging people to consider drinking lower fat milks, we believe Arla BOB will be a popular choice for many consumers”, she added.
The launch, avaialble from January 11th in 2 litre and 1 litre packs at an RRP of £1.50 ($2.16) and £1 ($1.44) respectively, will be backed by a £7 million ($10.1 million) marketing and communications campaign.
Source: Arla Foods UK