Arla breaks into breakfast food-to-go market

Arla Foods is set to launch into the breakfast food-to-go market with the introduction of its new Milk & Oats range of healthy, ready-to-drink beverages.

Bringing the benefits of dairy into the soft drinks category, Milk & Oats is a simple blend of skimmed milk, hearty wholegrain oats and natural flavour that will launch in two breakfast-inspired variants - Maple and Vanilla.

With breakfast drinks growing at 30% year-on-year (source: Nielsen) and milk drinks currently making up over £400m of the soft drinks category, Milk & Oats combines the convenience that on the go shoppers want that is high in fibre and protein, low in fat and a source of calcium. Its launch signals Arla's ongoing commitment to innovation in milk and bringing new dairy products to market that add value for consumers and fit with changing, modern lifestyles.

Verity Richardson, senior category & brand manager at Arla Foods, commented, 'As a nation, our eating patterns are becoming more flexible and the way we consume breakfast is changing.

' Traditionally, eating breakfast on the go can lead to less healthy choices, but Milk & Oats is a nutritious drink* that still gives consumers the convenience and flexibility when eating breakfast out of the home.'

Milk & Oats launches on 7 May in Nisa and Co-Op in 250ml bottles, and will be available in Sainsbury's from 28 May.