The first branded fresh milk with added Omega-3 is being described by supplier Dairy Crest as an important breakthrough for the sector.
Aimed at families with young children, St Ivel Advance aims to capitalise on growing interest in the role Omega-3 plays in brain function and enhancement of learning. Two glasses provide half the recommended daily intake of Omega-3, which is derived from fish oil.
It joins recent branded innovations as suppliers look to add value to the hard-pressed milk category and give consumers fresh reasons to drink the white stuff.
At 79p and £1.45 for one and two-litre bottles, St Ivel Advance offers added margins for Dairy
Crest and joins a growing number of successful branded products such as Arla’s Cravendale.
Paul Fraser, dairies marketing manager at Dairy Crest, said the launch was on the back of research showing consumer demand for an easy way to increase intake of Omega-3.
“St Ivel Advance is an easy and affordable way to get more Omega-3 and it also adds value to the category - for retailers, suppliers and, ultimately, the farmers.”
Fraser said innovation was vital for the category. “It’s a real opportunity to reinvigorate milk and provides us with a platform to talk about its health benefits.”
St Ivel Advance goes on-shelf at Waitrose and Ocado from Monday (May 23) and at Tesco from June 6. The launch will be supported by a £3m advertising campaign over the next year, to include television and PR targeting consumer, healthcare and education professionals.
n Robert Wiseman has revealed in its results that it will launch an extended shelf life milk product in June, initially as an own-label product with Tesco.
Claire Hu