Many Danes do not get the recommended amounts of milk and dairy products as part of their diet. According to the official dietary guidelines, milk and dairy products are an important source of calcium, iodine and protein, among other things. The Danish National Food Institute’s latest national dietary survey published earlier this year shows that children, adolescents and young women in particular often fall short of the recommendations. At the same time, the study shows that milk intake decreases with age, and other beverages increasingly take up space in situations where it needs to be easy and quick – for example, in the lunch box, between meals or on the go.

Arla is launching a new milk drink developed for the situations where milk is often rejected in favour of juices, smoothies or other drinks. The new milk drink is based on three ingredients: organic Danish milk, natural aroma and lactase enzyme. The product is lactose-free, without added sugar and can be stored out of the refrigerator. At the same time, the milk comes from farms with three green hearts under the state’s official animal welfare label Better Animal Welfare, the highest level in the scheme. It is available in banana and raspberry flavours, in a 200ml carton with a cardboard straw.

The new milk drink is not intended as a substitute for regular milk in the home, but as a supplement in those moments when milk is not otherwise chosen.

“We see a structural change in when and how children and young people drink during the day. If milk is to remain relevant, it requires that we develop products that fit into the modern everyday routines,” says Ann-Camilla Kjæmpe, marketing director at Arla Denmark.