OMSCo is launching its first major in-store marketing push to target consumers while they shop.

PoS material, floor stickers and trolley ads will encourage shoppers to switch to organic milk. It will be supported by a TV campaign, poster ads outside stores, and an escalation of PR activity involving TV presenter Kate Humble.

OMSCo this week predicted value growth of 9% from the organic liquid milk sector in 2010, through expansion into new markets. However, it claimed ­organic milk supplies will decline 3%.