New a2 Milk packaging design showcases a2stonishing personal stories and ‘Netmums Recommended’ seal of approval
1 November 2016
New a2 Milk packaging design showcases a2stonishing personal stories and ‘Netmums Recommended’ seal of approval
a2 Milk is launching its new premium brand packaging on shelves this week, harnessing the unique power of real life ‘a2stonishing’ stories and customer testimonials that highlight the benefits of switching to cows’ milk containing only the A2 protein.
The new packaging features a2 Milk’s official endorsement by Netmums, the UK’s largest and most influential parenting website following an independent trial amongst its members. A staggering 90% of Netmums felt a positive difference from drinking a2 Milk and 86% of all British mothers involved in the trial said they would recommend the product to a friend, branding new a2 Milk bottles with the certified ‘Netmums Recommended’ logo. The packaging uses these stories and those captured as part of the £1m a2stonishing Milk campaign earlier this year.
Consumers searching for a solution to their digestive problems will find the new packaging much quicker to locate with its strong messaging. ‘Easier to digest’ will be the first thing they will see on shelves. The a2 Milk story is also simplified on the bottle, adding personality with its purple cows and icons.
White opaque bottles replace the former clear packaging, signalling a2 Milk as a premium product in comparison to other brands on the shelf. Due to its additional filtration process, a2 Milk also stays fresher for longer than other milks on the shelf.
Scott Wotherspoon, CEO of The a2 Milk Company UK and China, said:
“Our new packaging really champions true life consumer stories, which are our greatest asset as a brand that fills a need for those who don’t get on with regular dairy. We’re now inviting consumers to see a2 Milk in a whole new light, bringing those stories to the forefront and simplifying the a2 Milk story.”
The a2 Milk Company was introduced into the UK in 2012, following major success in Australia where it has gained 10% value share of the fresh milk market since its launch in 2000. Aimed at people seeking alternatives to cows’ milk, a2 Milk encourages them to return to dairy when they may not have been able to tolerate it before.
