Milk brand A2 is moving from mainstream to speciality milk shelves in a bid to better target milk-intolerant shoppers.

The brand is ditching its two-litre format in favour of a redesigned one-litre semi-skimmed bottle that will make its debut on the chilled speciality shelf of 250 Sainsbury’s stores next week (rsp: £1.39). A whole milk SKU will be rolled out alongside the semi-skimmed to other retailers in the new year.

The move was designed to provide “clearer messaging” to the one in five Brits who considered themselves milk intolerant, said A2.

The move comes ahead of a £3m marketing push scheduled for January with the message ‘Welcome Back to Milk.’