FDBusiness.com

Arla Foods UK has moved to increase its share of the rapidly growing dairy drinks category with the launch of two new products – Wing-Co protein-enriched chocolate milk, and GULP milk shakes for children. 

Wing-Co, which contains around 40% more protein than most chocolate milk products, is targeted at men in their 30s and 40s, while GULP is a three-flavour range of thick milk shakes for children.

According to Arla, the new product developments (NPD) will significantly expand its existing dairy drinks portfolio, which currently consists of Starbucks brand ready-to-drink (RTD) chilled coffee products produced under licence.

Speaking with DairyReporter.com, Arla Foods UK senior brand manager for dairy drinks, Gareth Turner, said that these NPDs demonstrate Arla’s ambition in the category.

“It is a category that is growing value ahead of volume, growing its consumer base, and enjoying an increased level of focus from retailers,” said Turner.

“They were asking us to develop an NPD pipeline in this category as the UK’s largest dairy company and we were happy to oblige.”

“GULP, combined with Wing-Co, our existing Starbucks licenced RTD range and a very exciting NPD pipeline demonstrates the scale of our ambition.”

Wing-Co “shoots down hunger fast”

According to Arla, Wing-Co was developed following “extensive” consumer research.Through the research, Arla identified a group of men that are currently under served by existing dairy drinks.

Arla has branded these men, who are typically in their 30s and 40s, as “balanced blokes.”

This group, according to Arla, want “a way to beat hunger without turning to a chocolate bar or a packet of crisps.”

Commenting on the Wing-Co development, Turner said that Wing-Co will keep these “balanced blokes” going when hunger sets in.

“We’re confident that as a result of our research we’ve developed a product to keep men going when they need it most – Wing-Co shoots down hunger fast,” said Turner.

“Category shattering” innovations expected

Meanwhile, Turner expects GULP, which is initially available in banana, strawberry, and chocolate, to challenge established milk shake brands such as Frijj.

“It is very similar in style,” said Turner, “but we believe that our brand resonates with the key consumers and purchasers of the category.”

Turner added that Arla has a few more dairy drink product developments up its sleeve, including some “category shattering” innovations.

Wing-Co is set to hit shelves across the UK from 22 April 2013, while GULP will be available in ASDA stores from 29 April.