Another week, another milk launch, as Ireland’s Dawn Dairies unveiled the first Omega-3 fortified fresh milk. The company, part of Kerry Foods, has launched Dawn Omega Milk in the Republic.
The product, created through collaboration with ingredient supplier DSM Nutritional Products, sees the Omega-3 content, in the form of highly refined fish oil, added to the product.
Dawn Diaries said a specially developed dosing system allowed Omega-3 to be added to the fresh milk quickly and easily, and using fish oil provided a more directly available supply of the fatty acids EPA and DHA than was available from vegetable oil sources of Omega-3.
The new milk will be available in both full and reduced fat variants. The launch is supported in Ireland with a high profile marketing campaign featuring the Irish rugby international Keith Wood, and the milk is also being supported by
the Irish Heart Foundation. The launch follows a spate of innovation in the milk category, with Robert Wiseman launching The One, a branded 1% fat milk, and ACC Milk launching Cadog, a Welsh branded dairy range.