August 22, 2011
Denmark's vitamin D-enriched milk sales show good results
After Arla and Skåne Mejerier's product launch in May and April 2011, respectively, the sales of milk in Denmark that are enriched with vitamin D have been satisfactory.
The companies have not yet presented sales figures but say the results are in line with expectations.
Arla forecasts sales growth saying that it expects a growing acceptance of D-vitamin enriched milk among consumers as a natural means of increasing vitamin D intake.
According to Arla, about 20% of Danish grocery retail stores are selling the milk today and the aim is to make the milk available in more stores. Skåne Mejerier is also making efforts to make the milk available in a larger number of stores.
