Fizzy milk... the refreshing drink we've all been waiting for, right? Well, maybe. Dairy company Arla have said they're bringing out a sparkling fruit and milk concoction, in a bid to lure back those of us who have switched to 'plant-based' milk.
So what's the deal?
There's been a huge drop in sales of cows milk in recent years, as more people (specifically, young people) substitute it for coconut, almond, soy, rice and oat milk. Arla is fighting the fight for dairy, declaring last year that they aim to triple the amount of money they make from cows milk by 2020.
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What is it and who's it for?
Fruit juice will be mixed with milk and then carbonised - it will have a pink colour, apparently. Developer Anne Evers Nikolajsen reckons it could be used for cocktails, while the drink's co-creator Matt Walker suggests that the drink is geared at encouraging teenagers to drink more milk ('the insight we've found is that milk is not that cool').
Is fizzy milk a new thing?
In countries including Turkey and Iran, a fizzy milk drink called Doogh is commonplace. Weirdly, Coca-Cola launched a fizzy milk drink back in 2009, called 'Vio', described by a Coke copywriter as 'like a birthday party for a polar bear'. Obviously, the drink never caught on. Milk-based 'Tango Strange Soda' by Britvic was similarly a flop - so it will be interesting to gauge what the reception is when Arla's drink hits the shelves. It will be trialled in the UK, Singapore and the UAE, and is expected to hit supermarket shelves soon.
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This article originally appeared on The Debrief.