Arla launches whey-based Protein Water in Denmark

The launch adds a new format to Arla’s Danish protein portfolio, which already includes a broad selection of protein-rich products. The company developed the drink to complement that range, introducing a water-based option.

Demand for protein products is rising rapidly among Danish consumers. Consumption has broadened beyond its earlier association chiefly with sport and exercise, with consumers also seeking convenient products after activities, while travelling or during busy days.

Henrik Lilballe Hansen, managing director of Arla Denmark, said protein had become an everyday choice for many consumers. He linked demand for different formats to this wider use and said the new drink drew on Arla’s expertise in milk and whey protein.

Initial distribution includes petrol stations and fitness centres. These outlets serve consumers looking for functional drinks to consume on the move. Arla positions the product for occasions when consumers want a drink containing protein.

The introduction will also allow Arla to gain experience gradually with the water-based protein category and assess demand for it.