Thanks to consumers Arla will pay more to milk producers
The move comes after research found 60 percent of consumers would be happy to pay more for dairy products if they knew the extra money went to producers.
Arla Farmers Milk will be available in Asda stores from July 12 in a four-pint format, with both semi-skimmed and whole milk options at a retail selling price (RSP) of £1.20.
Asda brand four-pint milk RSP is 95p, and the extra 25p for Arla Farmers Milk will be returned to directly to Arla farmers.
The extra money will be shared amongst its 12,700 farmer owners across Europe. About 3,000 of its farmer-owners are British. ■