Choice slams Lion's new A2 protein labelling on its Pura and Dairy Farmers milk as marketing 'spin'
ABC Rural
By
Alex Blucher
37
Updated 1 Aug 2014, 4:43pmFri 1 Aug 2014, 4:43pm
Photo: Milk processor Lion has rolled out new labelling on Pura and Dairy Farmers milk products (Alex Blucher)
Map: Orange 2800
Health claims on milk, along with a higher price tag, are earning some dairy companies a lot more money and criticism from consumer group Choice.
Milk processor Lion, which is using the claim 'naturally contains A2 protein', says it's about satisfying its customers who want more information.
But Consumer group Choice says it's no more than a cynical marketing ploy.
Lion is the latest to use the A2 label as part of its marketing and says its own research shows 50 to 70 per cent of its milk contains the A2 protein.
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Audio: Choice slams Lion's new A2 protein labelling on its Pura and Dairy Farmers milk as a marketing ploy (ABC News)
The company's category marketing director for milk-based beverages, Jeff Swan, says it's about keeping consumers informed.
"The purpose is to respond to consumer interest in what's in their milk and also clear up some confusion that has occurred amongst consumers about understanding what proteins are in their every day, regular priced milk," Mr Swan said
A spokesperson for the consumer group Choice, Tom Godfrey, is sceptical of Lion's claims.
"I think that when it comes to marketing, consumers need to remember that this is all about spin.
"It's all about trying to get us to pay more for essentially very similar products. First it was permeates, now it's a protein that we're all meant to fear.
"I think that what consumers can all be assured of is that if they see a grand claim like 'naturally containing A2 protein', then clearly it's going to come with a premium price tag," he said.
A2 proteins naturally occurring in most milk says dairy researcher
University of Sydney Future Dairy Project researcher, Kendra Kerrisk, says almost all milk available in the supermarket has the A2 protein in it.
"Most of the milk on the shelves would have A2 protein in it in that sort of range. It's generally around 60 per cent of the protein in the milk is A2 proteins.
"Some cows produce A1 and A2 proteins in varying amounts, depending on the breed of the cow, on the market there is for A2 milk, which doesn't contain any A1 protein. That is produced by cows that only produce A2 milk, just the A2 protein," she said.
Since entering the Australian fresh milk market in 2007, the New Zealand brand A2 Milk has been fiercely competitive in gaining market share.
Choice spokesperson, Tom Godfrey, says Lions labelling is all about taking some of those customers back.
"Clearly Lion are playing catch up, because A2 [A2 Milk] came out here and cornered a significant proportion of the market with its A2 brand, so clearly this is an attempt to try and regain some market share and also muddy the waters and try and confuse consumers," Mr Godfrey said.
But Lion's milk beverage marketing co-ordinator, Jeff Swan, rejects claims that the new labelling is confusing for consumers.
"Well far from confusion we know that what we are doing is actually clearing up confusion that consumers have on the contents of their milk," he said.
Mr Swan says that the new labelling is not a move to claim market share from the A2 Milk brand.
"Our motives are very much about responding to what consumers tell us about what they're interested in understanding about our milk," he said.
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