Breakfast was on Arla® BOB for unsuspecting Brightoners, as a 14-strong herd of yellow and white cows took to their beach yesterday to raise awareness of Arla's latest innovation. Early morning visitors were treated to breakfast made with Arla BOB (Arla 'Best of Both'), the new branded milk; fat-free1 milk that tastes as good as semi-skimmed, packaged with a distinctive yellow top.
The newly launched milk is being sampled in Brighton over the next few weeks as part of an ongoing campaign which will ‘Paint the Town Yellow’ from bus stops to shopping aisles.
The farmer-owned dairy cooperative spent three years developing the technology to produce Arla BOB. It involves collecting some of the naturally occurring protein2 in milk and carefully adding more of it back into skimmed milk to deliver a taste and texture that is as good as semi-skimmed and fat-free3. In addition, with Arla’s unique PurFiltreTM process, it also lasts longer in the fridge.
The launch is part of Arla’s drive to support its farmer owners and become a leading household brand by adding value to its milk, through the development of innovative products, with a focus on the inherent naturalness of dairy. It follows on from the successful launch of Arla® Protein, Arla® skyr and Arla® Big Milk last year. Through 2016, it will also unveil further innovative products as well as range extensions across the dairy portfolio.
Arla is one of the UK’s leading dairy companies and a supplier of fresh liquid milk and cream to the top retailers. Arla BOB sits under the Arla master brand alongside Cravendale®, Lactofree® and Anchor®.
Launched in January, Arla BOB has been supported by a £7 million integrated marketing campaign designed to announce the product with bursts of ‘yellow’ across all consumer touch points.
1 Fat-free - the product contains no more than 0, 5 g of fat per 100 g or 100 ml”. This is a directive from the EFSA (European Food Standards Agency)
2 Protein is 4.7g for 100ml and 9.4g for 200ml. Standard fresh skimmed milk ranges between is 3.4-3.6g per 100ml and 6.8 – 7.2g per 200 ml
3Leatherhead Food Research September 2015. Based on statistically valid comparative taste test results with 208 regular consumers of fresh semi skimmed milk.
About Arla BOB
Arla BOB is a new, yellow-top British skimmed milk that tastes as good as semi-skimmed. The naturally occurring protein in milk is collected and carefully added back into skimmed milk. Free from artificial ingredients and additives, it’s this extra protein, which makes Arla BOB taste so good. The full range includes a 2-litre variant (rsp: £1.50) and a 1-litre variant (rsp: £1).