MILK producers with Arla could be in the money if the co-op’s new 'Farmers Milk' brand takes off.
Created to give shoppers the opportunity to pay a little extra on each bottle, the brand is based on research showing that almost two thirds of consumers – 63% – said that they would pay more for dairy products if they knew the extra money would go back to farmers. 
Arla Farmers Milk will be available in Asda stores from this week in a four-pint format, with both semi-skimmed and whole milk options at £1.20, compared to Asda brand four-pint milk at 95p. The extra 25p for Arla Farmers Milk will be returned to directly to Arla's 12,700 farmer owners.
NFU Scotland milk committee chairman Graeme Kilpatrick commented: “This new product by Arla, working in partnership with Asda, demonstrates the importance of milk as a product to shoppers across the country.
“Similar initiatives have successfully demonstrated that consumers value farmers and believe in a sustainable milk price. This product will see more money being paid directly back to Arla members and this is positive given the challenges that farmers have faced over the last two years.
“It is not yet clear whether this product will contain milk produced in Scotland and it is important going forward that retailers continue to source and sell Scottish milk from Scottish farms," he added. "NFU Scotland will advance our discussions with both retailers and processors to ensure that investment in the Scottish dairy industry continues.”
Arla Foods amba farmer board director Jonathan Ovens said: “The launch of this new milk is a great boost to our dairy farmers. People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it.
“As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk. With farmgate milk prices much lower than we would like, we thank ASDA for the continued support of our cooperative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”
ASDA’s senior sustainable business director Chris Brown said: “ASDA has had a strong affiliation with dairy farmers since its formation and this continues today with the support we provide. 
“Launching Arla Farmers Milk in Asda provides our shoppers with the perfect opportunity to help farmers in these challenging times. It offers them the choice to pay that little extra for their milk knowing it will go back to the farmers and is another example of how Asda is supporting the dairy industry.”
The new Arla Farmers Milk will be the subject of a 'nationwide roadshow' throughout July and August.