Arla launches 'Go High in Protein' campaign

The subsidiary of global dairy co-operative Arla Foods aims to address two key drivers within the evolving high-protein trend: High-quality proteins and appealing products.

As Claus Bukbjerg Andersen, senior category manager at Arla Foods Ingredients explained, consumers are not just looking for high-protein content anymore but are becoming more discerning about the type and quality of the protein.

They are seeking "complete proteins", which provide all essential amino acids, typically associated with animal-derived proteins or carefully crafted plant-based alternatives.

Beyond nutritional benefits, consumers also want products that are enjoyable, convenient and flavorful. The campaign therefore focuses on ensuring that the high-protein products are also attractive in terms of taste, texture and overall experience.

The five concepts include a 10% protein ice cream, a high-protein non-fat drinking yogurt with fruit and a 12% protein spoonable yogurt.

They aim to showcase how manufacturers can address technical challenges to produce high-protein dairy products with good taste and texture.

Anderson highlighted that the company provides advanced, stable milk and whey proteins, which enhance protein content without significantly affecting texture. This allows manufacturers to create tasty products while making claims about ingredients like whey protein and branched-chain amino acids.

Quality drives growth​

The high-protein trend continues to evolve as consumers demand products that meet their values and the health benefits of high-protein foods appeal to more mainstream customers.

Speaking during a webinar on the launch, Julian Mellentin, director and founder of food consultancy company New Nutrition Business, noted that protein quality is the next big growth driver for dairy proteins.

“Protein quality is going to become more important because dairy protein has the advantage of offering the full breadth and quantity of the essential amino acids, and this is demonstrable by looking at scientific scales like the digestible indispensable amino acid score,” he said. “For any product that chooses to use dairy protein, quality can, therefore, be a differentiator.”

The Digestible Indispensable Amino Acid Score (DIAAS)​ is a protein quality assessment method that evaluates amino acid digestibility at the end of the small intestine.

Protein evolution​

Mellentin explained that protein has evolved over 23 years from a mainly bodybuilding supplement to being normalized and included in consumers' everyday shopping experiences.

He noted that this transition was assisted by a 2010 study​ demonstrating that high-protein, low-glycemic-index diets are effective for weight management.

The subsequent studies and media attention prompted the food industry to produce higher-protein products and affirm the consumer message of protein as a “virtuous, health halo ingredient in lots of categories.”

Commenting on the versatility and flexibility of dairy protein as a food ingredient in different types of products, Mellentin said that the three areas in which dairy protein has driven really big successes and growth are sportification, snackification and “permission to indulge.”

“High protein and less sugar make a product more permissible and guilt-free, so someone can have something that’s pleasurable and enjoyable and has fantastic tastes and feel good about their choices,” he said.