Fizzy milk could soon on UK supermarket shelves as the dairy industry searches for inventive ways to get young people to drink more milk.
Owned by 12,000 dairy farmers, Arla is hoping that their “sparkling fruit and milk” drink will fast become a favoured alternative.
Scientists have been working on the product in a bid to entice teenagers back to drinking milk.
There’s been a drop in sales of cows milk in recent years, as more young people seek to substitute it for coconut, almond, soy, rice and oat milk.
Indeed, nearly half of young people say they are "intolerant" to milk, according to a report published by the Food Standards Agency (FSA).
And according to the Grocer magazine, sales of milk fell by £240 million between 2014 and 2016.
The results of the FSA survey may cause concern for British dairy farmers, who have endured an extremely difficult couple of years, with prices collapsing to unsustainable levels and many milk producers being driven out of the industry.
It is one of the reasons why dairy farmers have been looking into examples of how to diversify milk and make it more appealing to people with dietary conditions.
A spokesman for Arla Foods said: “We are continually investing in new products to meet changing consumer tastes and preferences.
“Fizzy milk is among the many products currently in development at our state-of-the-art Global Innovation Centre in Aarhus in Denmark, which sees chefs, scientists, consumers and customers all come together to identify and shape the trends, technologies and products that will shape the dairy industry in the years to come.
“Like all products in development, we cannot say if or when the product will come to market.”
