Supermarkets across Scotland are being encouraged to reposition fresh milk as a healthy alternative to fizzy drinks in “food-to-go” deals.
Following a successful farmerled campaigns in Devon and Cornwall, NFU Scotland has written to the nation’s major retailers – including Morrisons, Sainsbury’s, Asda and Tesco – and asked them to make milk a more convenient option for shoppers.
NFUS milk committee chairman Graeme Kilpatrick said: “As dairy farmers, we want to see shoppers given the opportunity to choose fresh, nutritious milk over sugary soft drinks in supermarket chillers, selling it alongside sandwiches and snacks.
“The dairy farming crisis is deepening with the majority of Scottish farmers now receiving less than 19p/litre and, for some, their milk price has sunk as low as 11-12p/litre.”
He added: “Many hard-working, long-established family dairy farms are under threat and this presents an opportunity to grow the market.”
ARLA AIMS FOR CONVENIENCE
* Farmer-owned dairy company Arla Foods is taking its filtered milk brand, Arla Cravendale, into the convenience soft drinks aisle with the launch of a 250ml bottle.
The Co-op will stock the semi-skimmed 250ml bottles of Cravendale milk.
Claire Mackintosh, brand manager at Arla Cravendale, said: “Milk is widely recognised as being part of a balanced diet, and with consumers demanding greater on-the-go drink options we are responding with the launch of Arla Cravendale 250ml, a healthier, natural option to fizzy drinks and juices.”