Eh? If A2 was making such a loss on Hersheys relationship the negotiations would have lasted a couple of days not years. Have you thought that this is Hersheys way of trying to get into the Health side of food, A2 milk and just chocolate, i.e. no added sugar.... sounds good to me. I suspect once product becomes stable and available the advertising button will be pushed by Hersheys.
have you also thought about the flavored milk market in the US and Asia. Keep it natural and sugar free and there is a market there.
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