Arla Sverige, Arla Foods’ business in Sweden, plans to extend its milk-based sports recovery drink range, 50% Extra Protein, after sales of the line exceeded its initial expectations.
Speaking with DairyReporter.com, Arla Sverige brand manager, Niklas Larsson, revealed that the company plans to add new variations to its 50% Extra Protein sports recovery drinks range, which currently consists of plain and blueberry flavors.
Since its launch, the 500ml Tetra Pak carton-packaged product, which is currently only available in Sweden, has proved more popular with consumers than Arla first anticipated, Larsson said.
“We are pleased with the sales figures which are above our initial forecast,” he said.
“We currently have a natural and a blueberry flavour,” said Larsson. “The next launch will be a new flavour in the same packaging type and size.”
As well as the carbohydrates, vitamins, protein, minerals and other nutrients found naturally in cow's milk, Arla's 0.5% fat milk-based 50% Extra Protein range contains, as the name suggests, 50% more protein than ordinary milk.
Larsson has attributed the product's success in part to this "natural" composition.
“The Arla 50% Extra Protein milk products are more natural than many other protein dairy drinks," said Larsson, " the products consist of milk, milk protein and natural aroma - no added sugar - for the flavoured version."
"This compared to other products with added sugar, stabilizers, etc," he said.
Consumed by everyone
The development of consumer demand for sports recovery products, such as 50% Extra Protein, also played a part in the range's popularity, Larsson added.
“The market for sport recovery products is growing as a part of increasing number of people that exercise regularly," he said.
“It shows that this is a natural and healthy milk product that can be consumed by everyone and not something artificial," Larsson added.