European dairy major Arla Foods has entered the functional beverage market with the launch of a bottled water product containing added protein.
Arla Protein Water is a whey-based drink now available in Denmark, the dairy co-operative’s domestic market. The initial rollout is focused on petrol stations and fitness centres.
According to the company, the beverage was created as a “complement to Arla’s existing protein products”. It is intended to provide consumers with a convenient protein option “on the go”.
Henrik Lilballe Hansen, country director for Arla Denmark, said: “Protein is no longer a niche. It has become part of many consumers’ daily choices, which is why we also see a demand for new formats.
“With Arla Protein Water, we give consumers a fresh and easy way to choose protein, while building on our strong competencies within milk and whey protein.”
Each 500ml serving contains 12g of whey protein sourced from milk, alongside electrolytes. The product contains no sugar and provides 50 calories, an Arla spokesperson said. Production and bottling are carried out in-house.
The recommended retail price has been set at DKr25 ($3.74) per bottle, the spokesperson said.
Arla is initially targeting convenience retail and foodservice rather than supermarkets. Asked whether the company was discussing supermarket listings, the spokesperson said: “We are starting in convenience and foodservice and await the results and learnings from here, before considering a retail launch.”
The dairy group has established operations across several European markets, including Sweden, Germany and the UK.
Regarding potential international expansion, the spokesperson said: “As with many other product innovations, we start in one market, and if the product is successful, it will likely also be launched in other countries,”
Arla’s move comes as demand grows for protein-led functional drinks and convenient hydration products. Earlier this year, soft-drinks company Nichols introduced MyProtein Clear Whey Protein Water in the UK through a licensing agreement with THG.
UK functional hydration brand Ipro Hydrate also entered the protein water segment late last year.