Will A New Kind Of Australian Milk Help Americans Drink It Again?

American consumers are used to being confronted with a bewildering array of milk brands and milk alternatives. So shoppers in California might have missed it when a new milk brand, packed in brightly colored cartons with deep purple text and images of rolling green hills, appeared on their shelves last year. While the offering from Australia’s a2 Milk Company may not have stood out at first glance, it does differ from other brands in at least one regard: a2 isn’t promoting an alternative for milk-averse customers. Instead, it’s trying to get those customers to try milk again.

The a2 Milk Company produces cow’s milk they say is safe for many people with milk sensitivities to drink. The company is confident their product can find its niche in a crowded US market, and their optimism isn’t unwarranted. a2 milk accounts for over 12% of the fresh milk market in Australia since launching there about a decade ago, according to market research firm Euromonitor.

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