PURA’s milk in Victoria will have been tested to confirm that it naturally contains both A2 protein, as well as A1.PURA says that the move was motivated by a study conducted by the company that revealed that more than three quarters of Australians surveyed wanted to know more about the nutrients in their food, and more than half wanted to know if the milk they’re buying contains A2 protein.
“There’s been a lot of noise about milk lately and consumers are telling us they want more information about what’s in it,” said Jeff Swan, category marketing director, Milk at PURA.
“We’ve responded to our consumers and spent 12 months developing a new and specialised test that verifies the A1 and A2 protein composition of our milk. Of those proteins, our tests to date confirm that PURA milk naturally contains 50-70 percent A2 protein.
“PURA is the first everyday milk brand to introduce testing like this, and as with the introduction of our permeate-free milk, we expect Australian consumers will welcome the initiative.”
PURA’s research also found that 75 percent of consumers surveyed are actively looking at labels to check what ingredients are in the food that there are consuming.
“Clear information that’s based on a robust testing method and provides more transparency gives Australians another reason to drink dairy every day,” says Accredited Practicing Dietitian, Geraldine Georgeou.
“Cow’s milk is a great source of calcium and protein that helps to build muscle, lower blood pressure and protect teeth from decay. A1 and A2 protein are both high quality milk proteins that are found naturally in milk,” she added.
Initially launched in South Australia as test market in May, today will see the launch of the milk in Victoria with the rest of Australia to follow in July.
