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Asda launches free range milk

Free range milk will be available in 109 Asda stores from March 1


Alex   Black

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Alex   Black
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Asda launches free range milk #teamdairy

The free range milk will be sold with a ’Pasture Promise’ label which means the cows have been grazed outside for 180 days and nights.

 

The milk will be sold at 109 stores across the country with whole and semi-skimmed varieties available. A 1 litre bottle will retail at 90p per bottle and a 2 litre bottle will be priced at £1.50.

 

Public

 

Free Range Dairy founder Neil Darwent said Asda’s announcement was a ’good thing’ for dairy farmers.

 

"The great thing about Asda is it brings it into the public domain," he said.

 

He said there had also been interest from other retailers as well as from the catering and hospitality sector.

 

Mr Darwent added there was demand there from consumers for free range milk.

 

"It is all about choice at the end of the day," he said.

 

"Get it onto shelves first and give it three months. It is then up to the consumer."

 

The Pasture Promise caused debate on social media when it appeared on Channel 4 show Jamie and Jimmy’s Friday Night Feast.

 

NFU dairy board chairman Michael Oakes said it was good to see more differentiation and consumer choice in the milk aisles.

 

Choice

 

“Part of the NFU Dairy Board strategy is promoting the best of British at home and abroad and we would urge any new brands to focus on positive, constructive messaging that promotes dairy," he said.

 

"No matter what system farmers choose, it’s about happy, healthy cows which are vital to producing high quality dairy products.

 

“We would ask shoppers to continue to back British dairy products, look out for the Red Tractor logo and continue to back British farming.”


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