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The launch of the a2 Milk™ brand in the USA is building further momentum with pleasing gains in distribution and sales velocity within the fastest-growing specialty milk segment of the total milk category. From March 2017, The a2 Milk Company USA has progressed an opportunity to expand its footprint significantly with a launch into the South East of the USA, in association with the Publix Group. Publix is a highly-regarded major retailer with about 1,100 stores, primarily in Florida, Georgia and the Carolinas. We anticipate ranging in all stores. To support this launch, the business expects to significantly increase its marketing spend in the second half with a new marketing campaign that further builds on the unique benefits of the a2 Milk™ brand.
Alongside expanded distribution in Publix, The a2 Milk Company is also launching a new chocolate flavoured milk variant. This 2% reduced fat product was debuted at The Natural Products Expo West recently – one of the largest retail events of its kind in USA. Natural Products Expo West is a 5 day event held in Anaheim, California. The event showcases products from Natural & Organic industry.
a2 Milk™’s chocolate flavoured milk is 100% real milk that is made with Dutch process cocoa, which provides a rich and creamy taste full of essential nutrients. In addition to announcing Chocolate 2% at Expo West, The a2 Milk Company showcased its existing line of milk offerings including, Whole Milk, Reduced Fat 2% and Low Fat 1%.
Blake Waltrip, The a2 Milk Company CEO, U.S.is excited about the new offering for U.S. consumers,
“For mealtime, snack time or post-workout recovery, we recognize that people want great-tasting, beverages that are nutritionally wholesome. And we couldn’t have chosen a more optimal debut for our new Chocolate 2% Milk than Natural Products Expo West.
“We want to bring people back to real dairy and we’re doing it one milk carton at a time. Our customers can now enjoy the nutritional benefits of real and natural dairy milk with a chocolate flavor, without digestion problems or the common discomfort associated with conventional chocolate milks.”
Bonnie Johnson, MS, RDN, also recognises the nutritional benefits of chocolate milk,
“Chocolate milk isn’t just for kids! Beyond its great taste, chocolate milk is a powerhouse of nutrients, including calcium and vitamin D for strong bones, and potassium and magnesium for good blood pressure. It’s also a great post workout drink because of its perfect combination of carbohydrates and protein to help replenish energy and build muscle!”
In addition, the business has also recently entered into a non-exclusive licence with its procurement partner, Prairieland Dairy in Nebraska. Farmer Dan Rice and the team have recently launched fresh milk under the a2 Milk™ brand to further build brand awareness and have gained distribution in the states of Kansas, Missouri and Nebraska.
The Company is very pleased with the continuing opportunity to grow the a2 Milk™ brand and expand the USA business beyond the West Coast complimented by the launch of the new chocolate flavoured milk.