Strawberry flavour and nostalgia have sent a relaunched Arla drink viral on TikTok – disrupting deliveries to retailers across Sweden.

A strawberry-flavoured milk from Arla has become an unexpected hit in Sweden this spring. The drink is part of Arla’s seasonal spring range and is marketed as a “pink milk” with the taste of sun-ripened strawberries. It has rapidly attracted enormous attention on TikTok, where users are sharing taste tests and reviews in large numbers.

According to Arla Sweden’s press officer Max Wallenberg, demand has far exceeded the company’s expectations. Retailers have struggled to keep shelves stocked, and Arla has been unable to keep pace with orders, resulting in delayed deliveries to shops across Sweden.

From children’s television to TikTok trend
Nostalgia is cited as part of the explanation for the drink’s success. On social media, many users have linked it to the children’s programme Charlie and Lola, in which the main character is famously fond of pink milk.

The hype comes at a time when milk sales have been under pressure for a number of years — but according to Wallenberg, the tone on social media has begun to shift in a more positive direction.

By Lene Mikkelsen Walsch – edited by Maja Løvstrup.
Photo: Arla