New branded milk product launched by Arla

Published 22 April 15

Arla Foods have launched a new milk product aimed at children aged one to five, branded as ‘Big Milk’. The milk has a higher fat content than whole milk, is filtered and contains added calcium, vitamins and iron. The product will sell at £2.25 for a 2 litre container and will be supported by a £2m marketing campaign.

As highlighted in previous analysis by AHDB/DairyCo, much of the growth seen in retail milk sales has been driven by a growing number of young families with children under the age of five. Purchases by this group of consumers have grown by 12% in the year to 29 March 2015, compared to 3.5% growth for the whole market.