Arla launches milk brand to give back to its farmers
Arla Foods amba has introduced Arla Farmers Milk in the UK, so consumers can pay more for milk knowing that 25p (32c) of each unit sold will go directly to Arla farmers.
The farmer-owned dairy company says that its new product is based on its research showing that almost two thirds of consumers (63%) said they would pay more for dairy products if they know the extra money goes back to farmers.
Arla Farmers Milk will be available in ASDA stores from July 12 in a four-pint format, with both semi-skimmed and whole milk options at an RSP of £1.20 ($1.56). By comparison, ASDA brand four-pint milk RSP is 95p ($1.23).
Chris Brown, senior director, sustainable business, ASDA, said the launch offers consumers the choice to pay extra for their milk knowing it will go back to the farmers.
Arla Farmers Milk will be officially launched at the Great Yorkshire Show on July 12.
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