“Organic cows’ milk is the highest selling category among organic FMCG, and having earned more than $1.3bn in the latest year, there’s certainly plenty of demand out there. 1, 2018, sales of organic milk declined -2.3% although it still accounts for the largest subsegment of the organic food & beverage market. "We have other innovations in the pipeline that we’re excited about, so expect to hear more from us in the coming months." Dollar sales of organic milk were down -2.3% in 2018Īccording to Nielsen data for the 52 weeks ended Dec. Consumers continue to seek organic options for animal welfare and environmental reasons, among many others. Maureen Aiello, innovation brand manager at Danone North America, told FoodNavigator-USA: " We know that protein is a top priority for consumers when it comes to milk, and that value-added milk is also an option consumers are seeking. We're proud to be the first when it comes to a higher protein organic milk option.” “ Less than 6% of all milk is USDA certified organic. Protein helps to fuel your day and supports healthy muscles, and our newest organic protein milk is meant to help meet that need for dairy drinkers. " We realized that protein is a top priority for people when it comes to milk – yet no organic protein milk option was available. The company plans to stop buying milk in the Northeast by Aug. While Fairlife – which hit $250m in retail sales in 2017 – utilizes a filtration process that separates milk into its constituent parts and then recombines them in different proportions to dial down the lactose and dial up the protein to 13g/serving, Horizon adds organic milk protein concentrate to achieve 12g per serving.Īvailable in three varieties (Reduced Fat Chocolate, Reduced Fat Plain, and Vitamin D (whole milk), the line is available nationwide, with an MSRP of $5.99 per 64-ounce carton, said Christina Finkel, senior director of marketing for Horizon Organic, which was acquired by Danone North America in 2017. They will buy milk from larger farms and drop farms in our region, he said. Emulsifiers, stabilizers, hydrocolloids.Chocolate and confectionery ingredients.Carbohydrates and fibers (sugar, starches).Plant-based, alt proteins, precision fermentation.Number one for online grocery shopping and. You force attention to the fact that your cows are only in pastures as long as regulatory mandates require. Horizon Milk Organic Fat Free, Half Gallon - Kosher groceries delivered fresh from our popular supermarkets. In this case, Horizon, you just caused consumers to think the trusty organic milk they have been buying for years, is not as good as they thought it was.
What happens in consumer psychology, when the very brand you trust introduces another product, at a higher price point that usurps the positioning you had in your mind?.
But not even remotely as fast as Horizon seems to have done so to themselves. Solid positioning.Ī competitor could erode that position, perhaps, maybe a little. Horizon Organic Milk is known and trusted for high quality organic milk from pasture raised cows (pasture raised = grass fed). with the launch of a new SKU that competes alongside your organic milk?Īs a long-time Horizon Organic’s Milk customer and someone that really understands consumer perceptions, I was taken aback on what I saw as a huge mistake by Horizon.
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