Arla has launched its latest B.O.B fat-free milk in a semi-skimmed variant which contains half the fat of a standard whole milk.
Having launched in Big 4 grocer Asda on 1 January at RRP £2.50, the product which “tastes like whole milk” has been in development for the past four years, according to reporting by The Grocer.
Created to taste like whole milk, Arla said it does this by adding more of the naturally occuring protein found in cow’s milk back into its new semi-skimmed milk.
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Free from artificial ingredients and additives, the product is also made using ceramic filters to remove bacteria which usually turns milk sour.
According to the dairy company’s research of 212 consumers aged between 18 and 65, 80% agreed the aroma, flavour, texture and appearance “tastes like whole milk”.
“Consumer needs are always the key decision maker when it comes to exploring new product developments at Arla B.O.B, and the need for a milk that delivered a taste of whole milk was one that we could not ignore,” Arla Foods head of milk, organic and yoghurt, Catriona Mantle told The Grocer.
The Alra B.O.B brand which was first launched in 2014 also features a skimmed-milk alternative and a mature cheddar with 30% less fat.
“Arla B.O.B skimmed milk has been a trusted staple in fridges for the past six years, and we know that our loyal customers choose Arla B.O.B as it offers a healthier milk choice.”
This comes as Arla has expanded its health offering with a new range of 200g Protein Puddings that are high in protein, low in fat and contain no added sugar.
The product which launched in Sainsbury’s this week will come with a supporting £1 promotion for three weeks before expanding into Asda from 20 February and Morrisons on 27 March.
