For the first time on record, Graham’s The Family Dairy has seen sales of its protein and skyr products overtake those of its milk in major supermarkets.
Protein sales, which now equate to 25% of the brand’s total sales, have seen a 67% growth over the last year – outperforming sales of conventional milk and heralding a new era for the family-run business. Sales of protein pouches have skyrocketed, increasing by 800% since last year.
Protein dairy is now worth upwards of half a billion pounds and animal protein has been one of the top-five growth trends since 2019. Dairy as a protein source boasts multiple advantages which contribute to its steep growth in popularity, notably how simple, natural and easy to understand the products are and, according to a Mintel report, one-third of adults use high-protein food and drink products.
Robert Graham, Graham’s Family Dairy Managing Director, said: “We first realised there was a huge demand for protein yogurts when we launched our skyr pots in 2018, followed by pouches in January 2020. The development and launch of Protein 25 Pots yogurt followed suit and they quickly became some of our top-selling products. This led to us to create an exciting extension to the line, our dessert-inspired Confectionery Protein 22 pots, which have recently appeared on supermarket shelves.
Initially launched in Asda and now stocked in Tesco stores throughout Scotland, Graham’s new Confectionery Protein 22 pots are inspired by popular desserts and come in three flavours: Lemon Cheesecake, Chocolate Caramel and Stracciatella.
