Arla launches new dairy drink to compete with juices

Arla is launching a new dairy drink in Danish supermarkets starting in week 35, designed to compete with juices and smoothies. The product aims to address declining milk consumption among children and young people, who often opt for more convenient beverage alternatives during daily routines.

The new drink is lactose-free, contains no added sugar, and can be stored without refrigeration. It is produced using three main ingredients: organic Danish milk, natural aroma, and lactase enzyme. According to Arla marketing director Ann-Camilla Kjæmpe, the product is intended to fit modern lifestyles while maintaining high standards, utilizing milk from farms with the highest official animal welfare certification.