Arla Foods’ development of carbonated milk is the wrong solution for the right problem, providing a confusing novelty which will fail to address the real reason milk sales are struggling in countries such as the US.

There is no question that the dairy industry is in desperate need of a shot in the arm. According to the US Department of Agriculture, fluid milk consumption in the US has fallen from 0.9 cups per person per day in 1975 to just 0.5 cups in 2015. As the fourth-largest milk producer in the world, Arla is right to be concerned.

However Arla’s ‘fizzy milk’ fails to distinguish the difference between consumer and customer. While the drink is seeking to target teenagers, parents remain the gatekeepers. According to a recent GlobalData survey, 74% of parents claim they make the final decision when selecting beverages for their children with 62% seeking out products that ‘are better suited to nutritional/allergy requirements’. If parents aren’t willing to stock their family fridges with Coca Cola, they’re unlike to make an exception for carbonated milk.

"A carbonated milk product would straddle the line between health and indulgence, landing squarely in ‘no man’s land’."

Here is where Arla’s ‘fizzy milk’ concept hits its first stumbling block; it fails to address the drawbacks of conventional milk, including a high lactose and calorie content. Other milk innovations, such as Fairlife, have eased the minds of customers through elevated health benefits including 50% more protein, 30% more calcium, and half the sugar of ordinary milk.

By tinkering with milk, Arla is also likely to come up against the same criticism as Fairlife, with the drink losing its perception as a natural product and instead becoming a ‘milk Frankenstein’.  Both carbonated drinks and dairy products are being increasingly demonized by the media and government, damaging consumer perceptions. GlobalData research found 17% of consumers claim to be limiting or avoiding dairy products entirely, rising to 21% among those aged between 18 and 24.

Product positioning also appears unclear. A carbonated milk product would straddle the line between health and indulgence, landing squarely in ‘no man’s land’. With healthier soy, almond and other non-dairy milk replacements being widely available, it’s unlikely to capture a health-conscious millennial audience.

Arla suggests the product could also be used in cocktails; however this highly niche market is far from the knight in shining armour that the milk industry desperately needs.