UK supermarket chain Sainsbury’s is to sell a range of GM-free milk in response to increased consumer demand.

Sainsbury’s denied it was bowing to pressure from environmental group Greenpeace, which had called for a consumer boycott of the chain because it sold milk from cows fed on genetically modified feed, reported The Times.

The new milk comes from cows supplied with feed that is guaranteed GM free under a farm assurance scheme run by the UK Agricultural Suppliers Trade Association.

It will be sold in 105 stores from the end of June as a trial run.

“We have been working with our main suppliers since the end of last year to develop this milk. It is only available in small amounts at the moment, but we will look at expanding the supply if customers demand it,” Jon Arnold, head of dairy at Sainsbury’s, was quoted by The Times as saying.