Arla Foods’ launch of its Protein Pudding sent Saudi Arabia into a frenzy, breaking the internet and emptying shelves across the country. The new high-protein, lactose-free snack landed at a time when demand for functional, better-for-you products in the region is at an all-time high with Saudi Arabia commanding 59% of the total Middle East protein market and the UAE’s protein supplements sector expected to nearly double from USD 38.9M in 2023 to USD 69.3M by 2030[1].
Against this backdrop of this booming demand, the launch sparked a viral wave among fitness enthusiasts and snack lovers alike, all scrambling to get their hands on the creamy, guilt-free treat. TikTok alone generated more than 3.8 million views as users shared energetic reviews, taste tests and playful videos racing to “Find their Proteini.” Over 10,000 organic online searches were recorded before the product sold out within days of hitting shelves.
The online momentum quickly translated into real-world scarcity, prompting Arla to jump on the trend and elevate the buzz. While demand continued to outpace supply, Arla Protein rolled out a limited two-hour drop exclusively on HungerStation over four consecutive days, reaching 1.8 million people and generating over 3.8 million impressions. For just two hours each evening, consumers raced to order their favourite flavour before it sold out once again, turning the pudding into one of the most sought-after snacks in the region. The limited drops ultimately sold three-times Arla’s average daily pudding cups on HungerStation while preparations were made for the brand’s largest restock across shelves in KSA.
Available in chocolate, salted caramel, and hazelnut latte flavours, each 200g pudding packs 20g of protein. They contain no added sugar, only 158kcal per cup, and have a smooth, creamy texture, making it the perfect treat for sweet cravings, any time of day, without the guilt.
Alongside the puddings, Arla Protein has launched three lactose-free yoghurts in peach passionfruit, strawberry, and blueberry flavours, each with 15g of protein. The range also includes a chocolate milkshake with 20g of protein in a convenient 250ml bottle, ideal after a workout or on the go.
Arla Protein has also partnered with Padel-In, Saudi Arabia’s largest padel club, and Riyadh Urban Runners (RUR), to further support active lifestyles in the Kingdom. By connecting with two of the country’s most vibrant sports communities, Arla Protein is bringing its mission to Feed Your Drive to life, fuelling performance before, during, and after their workouts.
