CHEAP MILK CHEAPENS MILK

THE PROBLEM:

Standard fresh milk is commoditised to the point where it is often cheaper than bottled water and is in almost every fridge throughout the country.  How could the UKs largest dairy company add value to one of the biggest and most habitual categories in grocery?

THE SOLUTION:

Give shoppers more chances to pay more for their milk by launching a range of milk with added benefits.

There were clues from the Cravendale brand which had an 74% premium to standard fresh milk on the basis that it is filtered to stay fresher for longer.  What other benefits could Arla add to milk that shoppers would be prepared to pay more for?

Farmers’ Milk charged a 25% premium to support British dairy farmers.

Best of Both (BoB) milk is  a skimmed milk with the taste of semi-skimmed and commands a 74% premium to standard fresh milk.

Big Milk is fresh milk specially fortified for children who are coming off formula milk and also has a 74% premium to standard fresh milk.

THE RESULTS:

All are still stocked some 5+ years since launch.