Asda has launched a new functional milk, which contains half an adult’s recommended daily intake of vitamin D.
The retailer said Asda Vitamin D milk was a UK first for own-label milk, and had been launched “in response to increased consumer demand for products with additional dietary or nutritional benefits”.
The milk is manufactured by Asda’s dairy supply partner Arla at its Aylesbury processing plant, and is fortified with two micrograms of vitamin D per 100ml. It was launched this week in a semi-skimmed format (rsp: £1.25/four pints).
With a normal serving of milk measuring 250ml this represented half an adult’s recommended daily intake of vitamin D in one glass of milk, Asda said.
“Public Health England advise that vitamin D is needed daily to help keep healthy bones, teeth and muscle and that anyone over the age of one needs 10 micrograms of vitamin D per day,” the retailer said in a statement. “For most people, the bulk of their vitamin D comes from exposure to sunlight, but due to longer nights and darker days, levels of the vitamin can significantly reduce during the winter months.”
The launch follows a spate of NPD activity by Arla over the past two years. These have included the introduction of Asda-exclusive Arla Farmers Milk last July, Arla Big Milk - which is targeted at toddlers and fortified with vitamin D, iron and vitamin A - last April, and the Arla Protein yoghurt range in 2015.
“Asda and Arla collaborated to develop the vitamin D milk to offer customers an easy and accessible solution to help combat vitamin D deficiency, particularly at a time when intake is at a seasonal low,” said Asda senior director for chilled Richard Dent.
“It allows our customers the freedom to make convenient health choices while doing their weekly shop,” he added.
“This new milk provides an excellent dietary supplement all year round, but particularly at a time when vitamin D levels are at their lowest across the UK population,” added Arla Foods nutrition specialist Lise Larsen. “We’ve found with other products - like Arla Protein - that consumers welcome the opportunity to supplement their diet through tasty dairy products.”