June 25, 2018

A Primo reduction in sugar: and why it matters

“If we continue to find better, more innovative ways to improve our products, we’re proving our commitment to doing what’s right by our consumers.”

A marketer’s role is to listen to consumers understand the trends and respond, even if it means tinkering with New Zealand’s favourite flavoured milk. It can be daunting to change something that is a firm favourite with consumers.

Consumers are calling for less sugar in their food and drink and two years ago our beverages innovation team kicked off a scientific research programme with the aim of reducing added sugar in Primo - while retaining its nutritional benefits and the flavour.

This week a very proud team will be watching as the new Primo hits the supermarket shelves. It has 40% less added sugar and is now the flavoured dairy milk with the lowest amount of sugar on the market. 

It contains all the same nutritional benefits and according to the 400 people who were part of the testing research, it now tastes even better than before.

The team also took the opportunity to look at other innovations which has seen the shelf life of Primo extended from 25 days to six months by using an aseptic filling progress. After consulting with our Research and Development team, who are constantly looking at ways to unlock the potential in our farmers milk, we now have a final product we can take pride in promoting.

The global move to reduce sugar is not new. In fact, as far back as 1972, a British scientist sounded the alarm that sugar was the greatest danger to our health, not fat. If we continue to find better, more innovative ways to improve our products, we’re proving our commitment to doing what’s right by our consumers.

In a rapidly changing world, dairy is still acknowledged to be one of the world’s most nutritious foods. We are continually looking for new ways to make the nutritional value of milk more enjoyable and more accessible.

The science of milk is still being unlocked, so one thing is for sure, there is more to come - 40% reduced added sugar is a great result, but watch this space….. 

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