Asda is to sell free-range dairy milk in a first for a major UK retailer in a move that aims to help reconnect consumers with producers.
The milk, which goes on sale tomorrow, will carry the Pasture Promise logo which guarantees that it comes from cows grazed for at least six months of the year and shows that farmers were paid a fair price.
Semi-skimmed and whole milk varieties, all pasteurised, will be sold in one and two litre bottles, costing 90p and £1.50 respectively for the different sizes.
Asda said it will initially put 70,000 litres of its Free Range Dairy Farmers milk on shelves every week in 109 stores.
Jenny Cannon, senior category director for milk at Asda, said: “We want to provide ranges for our customers that offer them great price, quality and choice.
“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.”
