Arla Takes Fight to Frijj & Yazoo With Low-sugar Flavoured Milk


Arla has introduced the fifth piece of NPD under the Arla brand since January, with the launch of a range of low-sugar UHT flavoured milks.

The products launched on 18th May and are available in ambient aisles at Asda stores nationwide. The milks are sold in packs of four 220ml cartons, in chocolate and strawberry (rsp: £2.40).

The dairy co-op said Arla Flavoured Milk was aimed at children and contained 50% less sugar than rival flavoured milk drinks. It follows the launch of an Arla-branded yoghurt range with 30% less sugar than standard yoghurt.

The latest addition to Arla’s branded portfolio marked a new attempt to crack the flavoured milk category dominated by Dairy Crest’s Frijj and Friesland Campina’s Yazoo brands, said Dairy Expert Hamish Renton, and comes almost a year after Arla discontinued its Wing-Co drink.

Since January, Arla has also launched a high-protein quark product under the name Arla Protein, Icelandic-style yogurt Arla Skyr, and Arla Big Milk for toddlers.

Renton added Arla’s NPD would leverage its scale with the launch of universal, pan-European brands.

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