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As the first Northern Ireland dairy company to produce milk enriched with omega-3, Dale Farm continues to lead the way in product innovation with the launch of Mega Milk, the first local product to offer the additional benefits of omega-3.

Representing a substantial investment, the new product is the result of extensive research and development, and responds to a growth in demand for functional dairy products along with a requirement for foods that offer added value and greater convenience.

Ocean Nutrition Canada (ONC) has supplied the MEG-3 brand omega-3 EPA/DHA.

Speaking about the new product, Dale Farm Head of Marketing, Brian Beattie, said: “As today’s pace of life continues to quicken, consumers increasingly want that quick health fix, and Mega Milk is the ideal solution as it offers a convenient and nutritious route to get even more out of milk.

“Dale Farm has established a reputation within the dairy sector for being at the forefront of innovation and new product development. Mega Milk follows in the footsteps of two extremely successful products: The One milk and Dromona Probiotic Cheese. Both were firsts within the Northern Ireland consumer market, with the Probiotic Cheese a first throughout the UK and Ireland. We are extremely proud of these achievements and, as such, we are very excited about how Mega Milk will be received by consumers.”

ONC Executive Vice President of Marketing, Ian Lucas, said: “We're very excited to be working with Dale Farm to launch the first product containing the MEG-3 ingredient in Ireland. Milk is such an important part of the diet and we believe it's a perfect fit with the MEG-3 omega-3 ingredient. As Dale Farm says, 'you get more out of milk with Mega Milk!'”

Mega Milk not only contains added vitamins and nutrients but all the natural goodness and taste of fresh milk. Mega Milk is sold in one-litre cartons and is now available from all leading supermarkets. A major TV advertising campaign and supermarket sampling across Northern Ireland will support the product launch.