The health trend is no longer a trend, it’s a fact. We train more than ever and before and protein today is limited to a conscious target group. And we see a lack of an easy accessible protein without additives. We believe that Arla has the chance to reach out to a new target group and they have the possibility to produce a cheaper whey and casein protein. Our concept is based on the way you shake your protein powder and the movement of people in motion.