Milk brand A2 has moved into the long-life category with the launch of two new UHT products.
The new format 1-litre Tetra Pak cartons went on sale in Ocado on 21 September, in skimmed and semi-skimmed variants at an introductory price of £1 (rsp: £1.39), and have a six-month shelf life.
The A2 Milk Company said it was aiming to support growth in the booming dairy alternatives category with the new variants, and would roll them out to A2 Milk’s other retail customers over the coming months.
Total dairy alternative value sales rose 19.9% to £243.2m in the 12 months to 24 May, with free-from milk sales up 21% to £187.7m [Kantar Worldpanel, free-from dairy].
A2’s new UHT variant uses milk from the company’s group of dairy farmers across North Wales and Shropshire, and is processed at the Crediton Dairy in Devon. It contains the A2 beta-casein protein, rather than the more common A1 protein found in mainstream milk, which the company claims can deliver improved gastrointestinal effects for those suffering dairy intolerances.
“Since launching in the UK, consumer demand for a long-life A2 milk product has been unprecedented,” said Scott Wotherspoon, the A2 Milk Company’s CEO for the UK and China.
“We have listened and responded and are now incredibly proud to support a whole new dairy category with this high-value, high-margin product.”
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