Arla is expanding its protein range into clear drinks with Arla Protein Water, a whey-based product rolling out in Denmark through fitness centres and petrol stations. The company’s November 2 announcement dates the launch from November 1, placing the new format in locations serving people on the move.
The Danish product range comes in 500 ml bottles in Lemon Lime and Peach Raspberry. Arla lists 12 grams of protein, 50 calories and no sugar per bottle, with added magnesium. The still drink uses clear whey protein isolate sourced from milk, giving it a different texture and appearance from the brand’s milk-based shakes.
The distribution plan is part of a measured entry into a new category. Arla Denmark country director Henrik Lilballe Hansen said the company is starting where demand for convenient products is strongest, using the rollout to learn from consumer responses and assess how the category develops. The company describes the drink as an addition to its existing protein portfolio.
Arla’s positioning reaches beyond gym sessions to everyday activity, including cycling, walking and commuting. The product page connects the bottled format with these smaller moments of movement, while the initial fitness-centre and petrol-station channels keep the launch focused on convenient purchases during an active day.
