18 Jan 2010
Today sees the launch of phase two of the Food Standards Agency’s initiative which encourages consumers to reduce the amount of saturated fat in their diets. A key focus of the campaign is encouraging shoppers to look for alternative, lower saturated fat products such as swapping whole or semi-skimmed milk for one % milk.
Milk Link, one of the UK’s most progressive dairy businesses, welcomes this new initiative. Over 18 months ago, in response to consumer demand, Milk Link launched the first long life one % milk – Moo One %. Following a series of taste tests Milk Link discovered that Moo One % offered shoppers all the taste of a semi-skimmed milk, but just one % fat. Moo One % now accounts for 15% of total Moo white milk sales, and sales over the last 12 weeks have doubled versus the same period a year ago (TNS 12 w/e 01 Nov 09).
Phase two of the FSA campaign, which runs for six weeks, is supported by a new UK-wide survey of consumer attitudes to one % fat milk. It found that three quarters of consumers liked the taste of one % fat milk just as much as semi-skimmed. The advertising behind the initiative, consisting of press, poster and radio executions, centres on positive simple tips to help people cut down on their saturated fat intake. It will feature a new print advertisement that will encourage people to think about switching to one % fat milk - and these posters will be prominent outside supermarkets.
A survey commissioned by Milk Link revealed that the one thing that Britons would most like to change about themselves is their weight, but when asked what one thing they would not be willing to forgo in their quest for a healthier diet and lifestyle, the highest proportion said they would be unwilling to compromise on taste:
- 38% of consumers would not sacrifice on the taste of their food in a quest for a healthier lifestyle
- 64% of those surveyed said that when thinking specifically about food, taste is the most important thing to them
Moo One % has the same amount of calcium and vitamin B12 as regular semi-skimmed milk and about half the fat. It is an easy way to help health conscious consumers and semi-skimmed milk drinkers move towards a healthier lifestyle without compromising on taste. It is perfect for everyday use or as a store-cupboard essential.
Hamish Renton, Marketing Director at Milk Link, commented: “We welcome the FSA initiative and will continue to find innovations in our products that support the reduction of saturated fat in diets. In September 2009 we launched our Innovation Centre, a facility dedicated to new product and packing development activity.
“Via this facility we were able to add a new addition to Milk Link’s Moo flavoured milk range. Chocolate Creaminess is a creamy and smooth tasting chocolate flavoured milk which uses only natural ingredients and one % fat milk. In 2010 we will continue to develop the Moo milk range, with new products and exciting developments launching in the spring.”
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