With 45 per cent of Brits believing it's important to increase protein intake when exercising, (Mintel), Arla Foods has launched a milk with added protein.
Protein Milk delivers 20g of protein per serving, which is 30 per cent more than standard skimmed milk.
It can be drunk on its own or in smoothies and shakes for pubs looking to lure in the gym crowd, or cater for the surge in gym bunnies in January.
"We all know that protein is important in a healthy diet and especially for those that are exercising regularly," said Steph Barker, brand manager for Arla Protein.
"Arla's new Protein Milk is an easy way to incorporate the nutrient into everyday life to optimise the workout regime. For gym goers and exercise lovers, it's the perfect way to make a healthy choice without sacrificing on taste."
The launch comes ahead of the launch of Arla Foods' new foodservice arm, Arla Pro in January.
The division will bring together brands such as Lurpack, Anchor and Castello with a new Arla back-of-house range.