Pink milk has exploded in popularity on social media over the past week, emptying shelves in many Swedish stores. Arla press chief Max Wallenberg says demand has been much higher than expected. Stores like Ica in Örebro and Norrköping report intense demand.
Pink milk, produced by Arla in Linköping, has become a viral sensation mainly on TikTok. Users share taste tests of the colorful drink, which many associate with the children's show Charlie and Lola.
Demand has surprised Arla. “Demand has been much higher than expected and it sold out immediately at several places,” says Max Wallenberg. Many stores have not received their full orders, and phones are ringing constantly at retailers.
In Norrköping, Ica retailer Christian Hagman describes the trend as shocking: “You don't have a chance, these big trends and hyped products really come out of a clear sky.” Nerikes Allehanda managed to buy the last liters at Ica Oskarstorget in Örebro.
Farmer Inger-Lise Sjöström near Kvarsebo in Östergötland, with 70 cows, welcomes the trend. “Fun that there's something positive about milk anyway,” she says. Arla views the launch as a way to boost milk sales, which have declined in recent years.
