Arla Foods’ launched its Protein Pudding in Saudi Arabia this summer, sending consumers into a frenzy, breaking the internet and emptying shelves across the country.
Arla Protein claims it recorded more than 10,000 organic online searches before the product sold out within days of hitting shelves.
“Saudi consumers are naturally curious, trend-driven, and love discovering and sharing new products with their communities,” said Karim Farid, Head of Protein, Beverages & Butter, Arla Foods, MENA. “They immediately embraced Arla Protein, especially our puddings, because they offered something they’d been craving: a healthy, high-protein snack with no added sugar, is lactose-free, and that still satisfied their sweet tooth.”
The launch sparked a viral wave among fitness enthusiasts and snack lovers alike. TikTok alone generated more than 3.8 million views as users shared energetic reviews, taste tests and playful videos racing to ‘Find their Protein.’
The UGC-led campaign laid its foundation on the fact that Saudi Arabia commands 59 per cent of the total Middle East protein market.
“The campaign was born online. Consumers were already on TikTok creating funny, authentic content about Arla Protein and even helping each other track down stock in their local stores,” Farid said. “It made perfect sense to lean into the conversation where it was happening.”
@anmarfit ارلا بروتين بودنج رجع تاني 😎😍 . #arlaproteinmiddleeast #feedyourdrive #arlaproteinpudding .اعلان @arlaproteinmiddleeast #ارلا ♬ original sound – 😎 انمار فت 💪🏼 AnmarFit
Farid explained that through leaning into the conversation, at the place it was happening, social media engagement gave the brand a way to stay close to its community, amplify their voices, and keep the hype alive in real time.
Against this backdrop of this booming demand Arla Protein also 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.
“This created anticipation, excitement, and urgency. Our pudding cups sold out in hours, keeping the buzz alive while buying us time to restock retail shelves,” Farid said. “HungerStation gave the campaign structure and exclusivity and the limited drops turned scarcity into an event, not a problem.”
@arlaproteinmiddleeastآرلا بروتين راجع يعبي الرفوف مرة تانية 🔥 كلنا راكضين ورا بودينغ آرلا اللي كان مختفي!😂 The wait has officially ended🔥 Our pudding is back on the supermarket shelves! Grab yours before it’s too late again😂
The campaign further extended to in-person experiences. Arla trucks branded with Protein Puddings generated hype with creators posting about their arrival and followed their journey to build excitement for restocking in stores. “By combining digital buzz with real-world visibility, we stayed culturally relevant, kept fans engaged, and ensured Arla Protein was front of mind wherever consumers looked,” Farid explained.
Finally, Farid credits the launch’s success to consistency across all touchpoints. “This was key to ensure a fully integrated campaign and it showed consumers we’re present in their world both online and offline,” he concluded.
