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Milk Lots to Learn From Branded Water

16 March 2015

UK – Welsh dairy prices could be strengthened if marketing ploys used to sell major water brands are deployed in liquid milk retailing, an industry conference heard last week.

Speaking at a DairyCo conference in Aberyswyth, Ed Garner of Kantar World Panel said he sees no reason why milk can’t be marketed like Evian and Volvic water brands are.

The two brands take up 24 per cent on UK bottled water sales, even though the price tag is double that of unbranded alternatives, he explained.

“Milk is cheaper than branded water but not cheaper than unbranded water. We need to take the same approach with our milk, to add value,’’ said Mr Garner at the “Communicating with the consumer conference”.

“Retail turmoil is irreversibly changing the landscape and milk is caught in the crossfire.”

TheCattleSite News Desk

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