UK supermarket chain Sainsbury’s has announced that it will extend its trial of selling milk from cows fed on non-genetically modified feed.
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The trial began this July and the milk has been offered in 105 Sainsbury stores. From mid September, Sainsbury’s will start to increase the distribution of its semi skimmed fresh pasteurised milk from selected dairy farms to over 190 stores by Christmas.
“Sales of this specialist milk have given us the confidence to extend distribution through our stores earlier than planned. They demonstrate that our customers appreciate our offering ‘semi skimmed fresh pasteurised milk from selected dairy farms’ within our extensive range of milks and it sells alongside our standard, gold top and organic milk,” said Jon Arnold, head of dairy at Sainsbury’s.
The milk is produced on selected farms in the South West and South East areas of the UK. Production methods are the same as for all Sainsbury’s standard milk but the cows are fed on guaranteed non-GM feed, independently accredited under the UK Agricultural Supply Trade Association (UKASTA) Feed Assurance Scheme.
Sainsbury’s said the milk sells at a small premium to reflect the fact that farmers receive a higher price to cover their additional costs.
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By GlobalData
