If the milk is from Ireland there may not be much, but it is both possible and plausible.
Usually when you are rolling out a new product you want to keep it a secret, so that you can try to manage the message and the intensity of interest as best you can. As with a drip feed, rather than a managed campaign - interest can fizzle out. But it also could be that some on-line vendors have already got prepared earlier than they should have.
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