Dairy Farmer’s A2 Goodness ad - Has the case been finalised between Lion and A2?, page-9

I can only give you my experience with local supermarkets due to Covid-19 travel restrictions. Lions A2 milk quite stupidly initially came out at our local Safeway at $5.90 while A2M's A2 was priced at $5.30.

Later on Lion dropped their price to $4 and 2 days ago I last saw their 2 lt bottles within days of their expiry date for sale for $3. I dont think its a good look to see a new product consigned to the bargain basement discount bin to clear stock before it goes off all in the space of a few weeks.

Personally I thought buying one just to give it a try just to see how it compares in taste but remembered how they deliberately duped people by trickily labeling normal A2/A1 milk as a A2 only proposition and doubling the price. I wont reward a sly company with a single sale after that deception and am surprised there was not a class action against them with people wanting a refund on paying twice the price for what was basically a bog standard milk trying to pass itself off as a A2 only option which it was clearly not at the time.

Ps for those that are miffed at A2M recent price rise ALDI still sell 2lt of A2 for $4.90. The 3.5lt goes for $6.50 at Costco which converts to $3.71 per 2 lt.

A2M Co has bought up although they would like to get into the products you mentioned down the track cheese, yogurt and ice-cream their profit margins are very slim on comparison to IF and even fresh milk sales. Since they dont have their own manufacturing plant and have to use third party their previous attempts at Yogurt and Ice-cream were too premium priced that struggled to capture meaningful sales and were eventually pulled from the shelves.

They made it clear they would concentrate in increasing sales in the high margin IF category in regions that still have plenty of market share still to capture and new markets before having another crack in adding lesser margin product lines.