So as dairy declines the answer apparently is fizzy milk drinks, with sparkling fruit and milk drinks set to hit the shops according to The Telegraph. I get innovation is the key to reinvigorating the category but with consumers demanding natural and transparent foods, it will be interesting to see how Arla attempts to tell the story behind how the fizzy milk drinks are processed. The reason that dairy alternatives like coconut milk are so popular is because they're natural.  And they're dairy free. Double bubble, but not double fizz.