“Valio Real Goodness milk stands a good chance of success in the US,” said Valio executive vice president, international operations and innovations, Veijo Meriläinen. “Americans, just like Finns, use and appreciate fresh dairy products sold in the dairy cabinet, and a lactose-free milk product that tastes like real milk has not, to date, been available in the US. The lactose-free milks sold in the US have had either a sweetish or watery taste.”
The Valio Real Goodness business is operated by Valio USA’s Healthy Dairy division. The goal for the first year is to attain comprehensive store coverage in the target market and a larger than 20% market share in the product segment, based on the product’s true strength, namely the real taste of fresh milk.
In the longer-term, Valio firmly believes in reaching the entire target group of 60 million lactose intolerant consumers in the US.
Valio Real Goodness milk is manufactured by family-owned Byrne Dairy in upstate New York, with the special expertise needed in lactose-free milk production provided by Valio itself. Valio has patented in a number of countries its method for producing milk that tastes like real milk and contains all the milk nutrients other than lactose.
Source: Valio
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