Arla Foods has unveiled a new range of milk which sees an additional 25p paid to its dairy farmer co-operative.
It comes after research found 60 per cent of consumers would be happy to pay more for dairy products if they knew the extra money went to producers.
It follows a similar initiative launched by Morrisons last year.
Arla Farmers Milk will be available in Asda stores from July 12 in a four-pint format, with both semi-skimmed and whole milk options at a retail selling price (RSP) of £1.20.
Asda brand four-pint milk RSP is 95p, and the extra 25p for Arla Farmers Milk will be returned to directly to Arla farmers.
The extra money will be shared amongst its 12,700 farmer owners across Europe. About 3,000 of its farmer-owners are British.
Arla Foods amba farmer board director, Jonathan Ovens, said: “The launch of this new milk is a great boost to our dairy farmers. People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it. As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk.
“With farmgate milk prices much lower than we would like, we thank Asda for the continued support of our co-operative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”
Chris Brown, senior director of Sustainable Business at Asda, added: “Launching Arla Farmers Milk in Asda provides our shoppers with the perfect opportunity to help farmers in these challenging times.
“It offers them the choice to pay that little extra for their milk knowing it will go back to the farmers and is another example of how Asda is supporting the dairy industry.”
The new Arla Farmers Milk will be officially launched at the Great Yorkshire Show on July 12.