Dairy company Arla Foods has launched the first fresh milk enriched with essential nutrients to be released to UK consumers.
Arla Big Milk has been specifically developed to meet the needs of children up to the age of five, and helps support their growth and development as part of a balanced diet and healthy lifestyle. Made with 100% British cows’ milk, it combines calcium and vitamin D for the growth and development of bones; added iron, which contributes to normal cognitive development; and vitamin A, which keeps a child’s eyes, skin and immune system healthy.
Its introduction is part of Arla’s strategy to support British farmers by developing innovative products to add value to the milk category, the producer said.
Arla category director Stuart Ibberson said: “This is a truly innovative fresh milk product and we developed it after identifying a gap in the market to support parents making the switch to fresh cows’ milk as well as working with a range of experts. Being owned by farmers, it’s also important that we make the most from their milk.”
Available in 2l format with a recommended retail price of £2.25, Arla Big Milk will be supported with an initial £2m marketing campaign that will cover print advertising, in-store promotions and a dedicated digital and social media campaign.
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