The UK’s largest milk processor Arla is planning to expand its range of dairy products by adding a “fizzy milk” product.
The sparkling fruit and milk drink is in development at Arla Foods’ global innovation centre in Aarhus, Denmark.
Arla food chiefs have said they are looking at new ways to entice teenagers to drink more dairy and they believe the product could make milk more appealing to younger generations.
A spokesman for Arla said: “We are continually investing in new products to meet changing consumer tastes and preferences.
“Like all products in development, we can’t say if or when the product will come to market.”
Last year, dairy industry chiefs warned the UK was facing a “demographic time bomb” unless demand for milk and dairy products increased among the younger generation.
In 2016, Arla announced plans to grow its revenue by a third by 2020, from £2bn in 2015 to £2.6bn by 2020.
In addition, at least 10% of its net revenue will come from new product development.
The NFU said Arla’s move was interesting considering the failure of a number of similar initiatives by other companies in the past.
NFU chief dairy adviser Sian Davies said: “Its success will be completely dependent on whether consumers accept this new type of milk, which is quite different to anything else on UK shelves.
“That said I’m sure this announcement follows a long period of market research and testing – and it will clearly add more variety into the dairy and snacking aisles.”
Efforts to introduce fizzy milk products have been tried in the past without success.
Britvic was forced to axe its “Tango Strange Soda” in the UK less than a year after its launch in 2014 due to poor sales.
In 2009, Coca-Cola trialled its Vio carbonated milk range in the US, but never brought it to Europe.
Vio was listed in Time magazine’s 50 worst inventions list in 2010, claiming that the product failed to find broad appeal.
For the first time this year, dairy alternatives made from soya, rice and almond were included in the Office for National Statistics “typical basket of goods” list.