The a2 Milk Company Launches Lactose Free
The a2 Milk Company (a2MC) has added a lactose free product to its range of a2 Milk® products in Australia to meet the needs of one in four Australians experiencing self-diagnosed or clinically diagnosed intolerance to milk.
Managing Director and CEO of a2MC David Bortolussi said, “We know many consumers experience digestive discomfort after drinking regular milk, which may be due to A1 protein intolerance and/or difficulty digesting lactose.”
“We have undertaken extensive consumer and market research and believe there is a strong interest in an a2 Milk® Lactose Free offer that is lactose free as well as being made with milk from cows which naturally only produce the A2 beta-casein protein type and no A1. Our product is also only made from fresh milk unlike other products in the category,” Mr Bortolussi said.
The major difference between a2 Milk® and regular milk is that a2 Milk® is made with milk from cows which naturally only produce the A2 beta-casein protein type and no A1, with a number of scientific studies indicating that some consumers who have difficulty drinking regular cows’ milk may experience fewer symptoms of digestive discomfort after switching to a2 Milk® and other potential health benefits.
Chief Marketing Officer of a2MC Edith Bailey said, “Our market research suggests there is overwhelming support for a2MC to produce a lactose free milk product, with 80% of lactose intolerant or consumers concerned with digestive issues saying they would buy an a2 Milk® lactose free product if available. A survey conducted of more than 800 consumers who regularly drink lactose free milk suggested that a2 Milk® Lactose Free would be a strong fit with the company’s brand positioning in the market. We’re thrilled to be able to bring the fresh, delicious taste of a2 Milk® to the lactose free category.”
The Australian Lactose Free segment accounts for 46m litres and $122.5m in retail value in Australian grocery. Lactose Free volume grew +6.9%, and value +8.7% in the latest MAT (moving annual total) period*. Made from cows that naturally produce only the A2 protein type, and with no A1, a2 Milk® Lactose Free is ideal for those with lactose intolerance and the only product of its type available in store.
Currently 750,000 households in New South Wales and Victoria are buying from the lactose free segment and a2 Milk® Lactose Free extends the portfolio to better meet the needs of everyone in the family, including those who would prefer, or have been medically advised, to follow a lactose free or low lactose diet.
a2 Milk® Lactose Free will be available in Coles and Woolworths stores in New South Wales and Victoria in 2 litre format from this week with the 1 litre format to follow in a couple of months.
For more information:
Rick Willis
Network Four
M: 0411 839 344
E: rick@networkfour.com.au
