One company targeting these consumers is The a2 Milk Company, which believes the A1 beta casein protein in milk may be to blame, and has developed a genetic test to identify the c.30% of cows that only produce A2 beta casein protein (most produce A1 and A2), so their milk can be segregated.
While not everyone is convinced by the science underpinning the business (more on that HERE), a2 milk has secured almost 10% of the fluid milk market by value in Australia, and is hoping to achieve similar success in the US market (it lands on shelves in California in April).
The New Zealand-based firm, which is investing $20m over three years to fund its US market entry following moves into China and the UK, says a2 milk has been greeted with “high levels of acceptance” from retailers in a market where it claims a quarter of consumers experience digestive issues after consuming milk - only some of which can be attributed to cow's milk allergy or lactose intolerance.
a2 milk - which will be sold in half-gallon cartons for $4.00-$4.50 with the strapline ‘The milk that might change everything’ – will arrive in several leading grocery stores in April, US nutrition director Bonnie Johnson, RD, MS, told FoodNavigator-USA at the Natural Products Expo West show in Anaheim.
Click HERE for more details.