Arla reinvents soft drinks with launch of new Milk & Oats range

With breakfast drinks proliferating year on year and milk drinks currently making up over £400 million (US542 million) of the soft drinks category, Milk & Oats combines the convenience that on the go shoppers want that is high in fiber and protein, low in fat and a source of calcium. Its launch signals Arla’s ongoing commitment to innovation in milk and bringing new dairy products to market that add value for consumers and fit with changing modern lifestyles.

Last month in the UK, the long-awaited sugar tax came into force, pushing up the price of sugar-sweetened soft drinks across Britain. Dairy beverages are likely to be a popular choice in light of the recent sugar tax and Arla Foods has come into this category at the right time. From 1st May, Ireland followed in the UK's footsteps, enforcing its own sugar tax on soft drinks in the country, in a bid to curb obesity and sugar-related diseases.

Convenience and protein choices continue to drive NPD in this space.

Verity Richardson, senior category & brand manager at Arla Foods, says: “As a nation, our eating patterns are becoming more flexible and the way we consume breakfast is changing. Traditionally, eating breakfast on the go can lead to less healthy choices, but Milk & Oats is a nutritious drink that still gives consumers the convenience and flexibility when eating breakfast out of the home.”

Milk & Oats launches on 7th May in Nisa and Co-Op in 250ml bottles and will be available in Sainsbury’s from 28th May.