I'm keen to see the Pura=A2 association broken and this kind of product placement ended. Most supermarkets I see A2MilkCo milk near the premium/healthier/cert.organic/alternatives end of the milk section. Our nearest Coles thinks it's okay to do this placement - I'm not sure if it is because they just assume "contains A2 protein" means it's the same as A2 Milk's A1-free product, or has Lion influenced this placement somehow...(I admit I suspect the latter is less likely by far, but the notion amuses me.)
A2m vs Lion, page-59
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