Last week, Arla, a Swedish-Danish dairy company, announced the launch of three new beverages: A “sparkling milk & fruit drink, a milk & tea drink and an energy drink rich in protein,” according to an Arla press release. The move is part of an effort to grow the company’s business outside of the traditional white milk sector and pick up some of the market that usually goes to sodas.
According to The Local, Arla will first test out its bubbly milk in the UK, Singapore, and the United Arab Emirates. If all goes well, it will take the fizzy drink to a wider market. Arla is hoping that carbonated milk will inspire more customers to drink milk outside of the home. “This will create new sales opportunities for us in places such as convenience stores, petrol and train stations, gyms, workplaces, cafes, bars etc., where we are hardly even present today,” Hanne Søndergaard, executive vice president for global Marketing & Innovation in Arla, explained in a press release.