Omega 3 milk targets children as 30 year decline is reversed

In the week when the Milk Development Council announced the first increase in milk sales for 30 years, Dairy Crest has launched what it describes as ‘the most significant innovation to the milk category for years’. St Ivel advance is a new brand of fresh milk enriched with omega 3, aimed at families with young (two to 11 year old) children.

Studies suggest increased consumption of Omega 3 may have positive health benefits – including enhancing learning and concentration. The brand will target the rapidly growing group of parents who view nutrition as being important to their children’s development.

The brand is available in one and two litre bottles, whole and semi-skimmed, in Waitrose and Tesco supermarkets with a recommended retail price of