US dairy Shamrock Farms has introduced a milk line containing extra calcium amid what it dubbed as a “calcium nutrient gap” in the country.
The company said it had developed its Calcium Plus milk to help the 90% of US consumers “not currently meeting their nutrient requirements”.
Shamrock pointed to a recent study that claimed 85% of Americans were not consuming the recommended amount of milk each day.
“In addition to the nutritional concern, our research shows that consumers want and need a great tasting calcium fortified milk,” said Sandy Kelly, director of marketing for Shamrock Farms.
The Calcium Plus range includes a 2% reduced fat line, a fat-free white milk, a 1% low-fat chocolate milk and fat-free lactose-free milk.