Asda has expanded its fortified milk offering with the launch of two new own label multivitamin milks and a listing for Arla’s Fat Free Protein Milk.
Asda’s own label multivitamin milks went on sale last week at an introductory price of £1.25/four pints. The new range features whole and semi-skimmed milks, enriched with added vitamin D, vitamin A and iron.
The new fresh milk range is set to replace Asda’s own label Vitamin D milk (rsp: 99p/two litres), which launched last January.
The Arla-made milks contain 88% of an adult’s vitamin D recommended daily intake per 200ml, Asda said. The figure represents an increase on Asda’s Vitamin D functional milk, which claimed 80%. The new range also features 4% more vitamin B12 than the Vitamin D SKU.
During production, 78 micrograms of vitamin A per 100ml are added to support immune function, while the inclusion of iron would combat fatigue and tiredness, the retailer claimed, adding that it achieved the same taste as its regular counterpart. It also features 2.2 micrograms of vitamin D per 100ml.
“With the launch of Multivitamin milk, Asda will continue to support customers and their families to get more essential vitamins into their diets in a hassle-free way and leading a healthier lifestyle,” said an Asda spokesman. “It’s perfect to use every day on cereals, in tea and coffee, or as a glass on its own.”
It comes as the retailer also listed Arla’s Fat Free Protein Milk in its stores last week (rsp: £1.40/one litre). The milk initially went on sale in Sainsbury’s in October and offers 20g of protein per 450ml serving - almost half of the recommended daily amount.
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