A2 Milk has revealed a new ‘premium’ packaging design that draws on real consumer stories to highlight the benefits of a2’s brand of cows’ milk containing only the A2 protein.
The new packaging features a2 Milk’s official endorsement by Netmums, the UK’s largest social network for parents, following an independent trial among its members in which 90% said they felt ‘a positive difference’ from drinking a2 Milk over more conventional brands. 86% of all British mothers involved in the trial said they would recommend the product to a friend, allowing the new a2 Milk bottles to carry the ‘Netmums recommended’ logo.
The packaging uses these stories and those captured as part of the dairy company’s £1 million A2stonishing Milk campaign earlier this year.
White opaque bottles replace the former clear packaging, while a2’s ‘easier to digest’ messaging will be ramped up on pack.
Scott Wotherspoon, CEO of The a2 Milk Company UK and China, said: “Our new packaging really champions true-life consumer stories, which are our greatest asset as a brand that fills a need for those who don’t get on with regular dairy. We’re now inviting consumers to see a2 Milk in a whole new light, bringing those stories to the forefront and simplifying the a2 Milk story.”
The a2 Milk Company broadened its focus to the UK in 2012, following success in Australia, where it has gained 10% value share of the fresh milk market since 2000. Stocked by supermarkets including Sainsbury’s, Tesco, Waitrose and Ocado, it is available in 1 litre bottles in both whole and semi-skilled varieties.
© FoodBev Media Ltd 2022
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