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Fizzy milk could be about to hit supermarket shelves to boost milk sales

Fizzy milk could be about to hit supermarket shelves to boost milk sales

by: Katie Morley, The Telegraph 23-Sep-2017

Fizzy milk could be about to hit supermarket shelves with one of the UK's biggest milk producers planning to make it the next big drinks trend.

Arla, a diary company owned by 12,500 farmers, has said a "sparkling fruit and milk" drink will be trialled in the UK, Singapore and the UAE before being rolled out across the world.

It comes as millions of consumers are ditching cow's milk for non-dairy milks like almond and coconut, leaving milk producers desperate for business.

Arla first hinted at plans for the drink at the end of last year when it unveiled ambitions to triple the amount of money it makes from from milk based drinks by 2020. A number of drinks producers have tried - and failed - to launch fizzy milk drinks.

In 2014 Britvic launched "Tango Strange Soda" in the UK, but was forced to axe it after less than a year as sales fell flat. Back in 2009 Coca-Cola also trialled Vio carbonated milk drinks in the US, but the drink was never brought to Europe. 

Earlier this year farmers raised concerns about soya and almond "milk" being described as milk because it does not come from a cow. The National Farmers Union said it had noticed several instances of milk alternatives being promoted in a way which does not make clear that they are non-dairy, therefore breaking EU rules.

EU rules state that certain names are reserved for dairy products, including "yogurt", "milk", and "butter".

It comes after the Advertising Standards Agency banned an Arla advert which said organic dairy farming was "good for the land" for being "misleading".

This latest announcement by Arla appears to be the latest move to get more British consumers interested in milk again.

However its fizzy milk may prove more popular in the Middle East, where fizzy dairy drinks are commonplace.

In countries including Iran, Turkey and Afghanistan a milky drink, which is often served fizzy, called Doogh is commonplace. It is made by mixing yogurt and chilled or iced water and has been variously described as "diluted yogurt". It is sometimes carbonated and seasoned with mint.

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