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Vitamin D enriched fresh milk launched in Asda

Press Release   •   Jan 13, 2017 13:25 GMT

Asda Vitamin D milk has launched in-store, fortified fresh milk from Arla, to help customers obtain their recommended daily allowance of Vitamin D.

The launch, a first to market innovation, is in response to increased consumer demand for products with additional dietary or nutritional benefits. Vitamin D milk was developed by Arla, the farmer-owner dairy company, and contains two microgrammes of the vitamin per 100ml. A normal serving is 250ml so that’s half of an adult’s recommended daily intake in one glass of milk*.

One-fifth of the UK population have low-levels of vitamin D. Public Health England advise that it is needed daily to help keep healthy bones, teeth and muscle and that anyone over the age of 1 needs 10 microgrammess of Vitamin D per day. For most people, the bulk of their Vitamin D comes from exposure to sunlight, but due to longer nights and darker days, levels of the vitamin can significantly reduce during the winter months.

Lise Larsen, Nutrition Specialist at Arla Foods UK, said: “This new, vitamin D enriched milk, provides an excellent dietary supplement all year round, but particularly at a time of when vitamin D levels are at their lowest across the UK population. We’ve found with other products – like Arla Protein – that consumers welcome the opportunity to supplement their diet through tasty dairy products.”

Richard Dent, Senior Director for Chilled at Asda said: “Asda and Arla collaborated to develop the Vitamin D milk to offer customers an easy and accessible solution to help combat Vitamin D deficiency, particularly at a time when intake is at a seasonal low. It allows our customers the freedom to make convenient health choices while doing their weekly shop.”

Asda’s Vitamin D milk is semi-skimmed and available in a 2 litre bottle, it is on sale in stores nationwide and online, RRP £1.25. It is bottled at Arla’s state of the art processing site in Aylesbury.

*Public Health England published guidance in July 2016 recommending a daily intake of 10.0 microgrammes (μg). The reference intake for vitamin D that needs to be used for nutrition labelling on packs are 5.0μg a day, and originates from the EU food information regulation. See Annex XIII http://eur-lex.europa.eu/legal-content/en/ALL/?uri=CELEX:32011R1169.

Arla Foods is a global dairy company and co-operative owned by 12,700 dairy farmers with circa 2,700 of whom are British.

Dating back to 1881, Arla’s purpose is to secure the highest value for its farmers’ milk, while creating opportunities for their growth. With production facilities in 11 countries and sales offices in a further 30, Arla is the world’s fifth largest dairy company and largest supplier of organic dairy products. Arla has a total of more than 18,000 colleagues and its products are sold under the well-known brands Arla®, Lurpak® and Castello® in more than 100 countries.

Arla Foods UK is the largest dairy company in the country and is home to leading dairy brands Anchor®, Cravendale, and Lactofree® with a turnover of €2.9 billion. As well as being a leading supplier of fresh milk, number one in butter, spreads and cream, Arla is the UK’s largest cheese manufacturer. It has also built the world’s largest fresh milk facility located at Aylesbury and has plans for it to be the first zero carbon site of its kind. The UK business has a team of approximately 3,500 colleagues located at its dairies, distribution centres and head office.