aldi we love milk

Aldi has introduced new labelling on its own-label milk in an effort to highlight its nutritional values.

The new ‘We Love Milk’ label promotes the discounter’s Cowbelle brand as a source of protein, vitamins and minerals, describing their benefits ‘as part of a balanced diet and healthy lifestyle’.

The new label, which also promotes Aldi’s sponsorship of the Team GB Olympic squad, has been introduced in the majority of Aldi stores in England and Wales, the supermarket said today.

“This is a simple but important step that we hope will help educate our customers about the wider nutritional benefits of milk,” said Aldi MD of buying Julie Ashfield.

She added: “We all know that it’s a great source of calcium, but it also contains large amounts of iron, potassium and vitamins B2 and B12 that are vital to a balanced diet.

“As well as offering excellent-quality products at the most affordable prices, we want to help customers live healthy lives by giving them the right information about the food they eat.”