milk
NaturalBox / shutterstock.com

Fizzy Millennial Pink Milk Is Coming to Stores in the UK

The odd concoction is an effort to increase declining milk sales
milk
NaturalBox / shutterstock.com

Milk producer Arla has announced plans to start selling fizzy, soft-pink milk in select markets. According to Metro News, German biochemist Sven Thormahlen and ex-Heinz creator Matt Walker are the brains behind the concoction, a carbonated mixture of modified milk and fruit juice. They describe the beverage as a type of whey with no fat; they recommend it to teens, but also suggest that adults use it as a mixer in cocktails. Pink Russian, anyone?

Arla plans to release the product to consumers in the UK, Singapore, and the United Arab Emirates. If all goes swimmingly, a worldwide rollout will follow.

The rise in popularity of non-dairy alternatives and a general disinterest in milk has made a major dent in the industry over the years. Experts aren’t even sure if it has any actual health benefits for you. With the release of pink milk, Arla hopes to make the dairy drink “cooler” and more appealing to teens and children, who aren’t drinking as much milk as their predecessors. 

It’s unclear exactly when the sparkling pink drink will hit shelves, but the company hopes to boost milk sales by 2020. Fizzy milk products have been introduced to the U.K. before, but with little success; in 2004, Britvic launched “Tango Strange Soda,” which was withdrawn after less than a year due to poor sales.

Related

Need to brush up on your dairy knowledge? Here are myths about milk you probably thought were true