Arla UK’s new milk, BOB

Arla UK has launched a new branded milk product: Arla ‘Best of Both’ (Arla BOB). The company says it is free milk that tastes as good as semi-skimmed, packaged with a yellow top. The dairy cooperative has spent three years developing the technology to produce Arla BOB. It involves collecting some of the naturally occurring protein in milk and carefully adding more of it back into skimmed milk to deliver a taste and texture that is as good as semi skimmed and fat free.

In addition, with Arla’s Purfiltre process, it lasts longer in the fridge. The launch follows on from the debut of Arla protein, Arla Skyr and Arla Big Milk last year.

Arla BOB is supported by a £7 (€9) million integrated marketing campaign designed to announce the product with bursts of ‘yellow’ across all consumer touch points.

Sarah Baldwin, vice president of marketing at Arla Foods, says, “With organisations like Public Health England encouraging people to consider drinking lower fat milks, we believe Arla BOB will be a popular choice for many consumers.

According to research conducted for Arla, 49% of semi-skimmed buyers say they would buy skimmed milk but don’t like the texture and 33% would buy skimmed but don’t like the taste.”

Arla’s new product is available in UK retailers in two- and one-litre formats.

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