British supermarket chain Asda has launched a vitamin D-enriched fresh milk, supplied by dairy cooperative Arla.
The launch, described by Arla as ‘a first-to-market innovation’, is in response to increased consumer demand for products with additional dietary or nutritional benefits, and will allow consumers to meet their recommended daily intake of vitamin D.
The milk contains 2 micrograms of the vitamin in every 100ml and the recommended intake of vitamin D is 10 micrograms, meaning that a single 250ml glass of milk provides half of an adult’s reference intake.
Arla claimed that one-fifth of the UK population has low levels of vitamin D, with Public Health England advising that vitamin D is needed daily to help keep bones, teeth and muscles healthy. For most people, the bulk of their vitamin D intake comes from exposure to sunlight, but due to longer nights and darker days, levels of the vitamin can significantly reduce during the winter months.
Arla Foods UK nutrition specialist Lise Larsen said: “This new vitamin D-enriched milk provides an excellent dietary supplement all year round, but particularly at a time of when vitamin D levels are at their lowest across the UK population. We’ve found with other products – like Arla Protein – that consumers welcome the opportunity to supplement their diet through tasty dairy products.”
The Danish cooperative launched Arla Protein in January 2015 and has since brought out protein-rich yogurt, flavoured milk, snack pots and cottage cheese.
Last January, it released a fat-free milk that ‘tastes as good as semi-skimmed’ by using a technique that reintroduces naturally occurring milk protein into skimmed milk.
And in July, it worked with Asda to offer consumers the chance to pay a premium for their milk, with an extra £0.25 going straight back to the farmers.
Talking about the companies’ latest collaboration, Asda senior director for chilled Richard Dent said: “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. It allows our customers the freedom to make convenient health choices while doing their weekly shop.”
Asda’s vitamin D milk is semi-skimmed and available in a 2 litre bottle, on sale in stores nationwide and online with a recommended retail price of £1.25.
It is bottled at Arla’s high-tech processing site in Aylesbury, Buckinghamshire.
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