New Zealand-based dairy company Lewis Road Creamery is reportedly planning to add collagen in its fresh milk products in order to cater to the growing functional food demand.
As per the trusted sources, the company will acquire collagen from Jeuneora, a company that specializes in producing premium marine collagen. It appears that each 250 ml of Lewis Road’s milk will have 5 grams collagen added to it before pasteurization.
Nicky O’Rourkey, General Manager at Lewis Road, was reported stating that the collagen will have no impact on the taste and texture of milk. She added that the company observed the growing trends of adopting natural foods in order to acquire more health benefits.
Monique Kaminski, Chief Executive at Jeuneora, mentioned that the bovine collagen in milk helps in improving joint health. She further claimed that the collagen used possess antibiotic as well as preservative properties and is a GMO free product with no added hormones.
Marketing expert Sommer Kapitan stated that that Lewis road has managed to create an exciting brand using the sponsorships and partnerships. This allowed the company to create brand identity and perceptions among consumers, she added.
According to reliable sources, Lewis road captured 0.7% of the drinking milk market in the year 2015, which now accounts for 1.2%. The growth of Lewis Road seemingly displayed a clear shift in consumer preferences towards health and wellness lifestyle while competing with plant-based milk products, despite being a small brand as compared to large competitors in the market.
The new product, which was made available on 31st of August, is priced $5 for 750ml, stated sources with relevant information.
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