Arla Foods’ Protein Pudding Takes Saudi Arabia by Storm
Arla Foods launched its Protein Pudding in Saudi Arabia this summer, creating a craze that emptied shelves and generated significant online buzz. The product recorded over 10,000 organic searches and sold out within days.
The appeal lies in providing a "healthy, high-protein snack with no added sugar" that satisfies the sweet tooth, as Karim Farid of Arla Foods, MENA, explained. TikTok played a crucial role in this phenomenon, with videos related to 'Find their Protein' amassing 3.8 million views.
Saudi Arabia’s 59% share in the Middle East's protein market set the stage for the User Generated Content campaign, with TikTok users sharing content about the newly introduced product. Arla leaned into this viral trend by utilizing social media interaction to amplify consumer voices.
A HungerStation exclusive drop created a sense of urgency with products selling out in hours, helping maintain buzz and facilitate restocking. Complementing the digital efforts, Arla deployed branded trucks to generate excitement for future restocks.
Farid attributed the campaign’s success to consistent engagement across platforms, ensuring Arla Protein remained a prominent cultural presence both online and offline.
