Asda has become the first supermarket in the UK to launch “free range milk” with Pasture Promise logo which certifies that the milk comes from cows that have been allowed to graze in outside fields for at least six months. The supermarket’s decision to introduce the new milk in its stores came as an answer to the demands from the shoppers who watched and liked the Channel 4’s Jamie and Jimmy’s Friday Night Feast show that featured free range milk.
Asda has also said that the Pasture Promise logo ensures that farmers were paid a fair price for the milk they supply. This tastier alternative to the regular milk will cost 90p for a litre and would be available from first week of March 2017 at Asda stores across the country. These pasteurised semi-skimmed and whole milk bottles are dearer than regular milk which costs 75p for a litre but cheaper than organic milk which cost £1.10 for one litre.
Asda said that it plans to stock 70,000 litres a week in its 109 stores in the UK. The new milk is being stocked as a part of Asda’s decision to offer more transparency and choice for customers. If the new milk sells well, Asda has plans to extend it to more than 400 other stores.
The Free Range Dairy Network founder Neil Darwent said: “We hope that by customers being offered an active choice as to the kind of farming system they want to support, we will be able to grow the Free Range Dairy Network and recruit more dairy farmers who’ll be able to benefit from this simple farming method.”
Asda’s senior category director for milk Jenny Cannon said: “We will be monitoring demand for the milk in all stores and will work closely with the Free Range Dairy Network to make sure the milk is available to as many customers as possible.” The National Farmers Union said it was a “positive to see a new brand of milk launched”