UHT spells a marketing opportunity to re-tell the story of our superdrink

On a fact-finding mission in one of France’s largest supermarket retail chains, I was surprised at the move by French consumers toward off-the-shelf UHT milk, as opposed to out-of-the-fridge milk.

This change in consumer preferences on the shelves of continental Europe offers a new chance for Irish milk to compete at liquid milk level, with our added nutritional benefits of grass-based production as our unique selling point.

It offers us the opportunity to retell the story of age-old benefits of milk, with the backing of the scientific research that shows milk is a health-promoting product.