Progressive Grower reports a taste test in markets across the country revealed consumers prefer nutritionally enhanced milk and are willing to pay more for it.

Milk is widely known for its nutritional value, but nutrient levels in California milk currently exceed federal standards. An eight-ounce glass of California milk has up to 33 percent more calcium, 25 percent more protein and 33 percent more potassium than a glass meeting federal guidelines.

In a study by the California Milk Advisory Board comparing California milk to local milk in Atlanta, Boston, Chicago, Dallas, Denver and Seattle, consumers preferred the flavor, thickness, color and texture of California milk. The study also found consumers are willing to pay more, and prefer the taste, of California milk.

Purchase intent for the enhanced milk from California was extremely high. In the study 78% of consumers said they would “definitely buy” or “probably buy” the nutritionally enhanced milk if it were available on store shelves. The survey also found 86% of the subjects would choose milk with enhanced nutrition and were willing to pay an average of $1.74 more than milk that met federal standards.

Source: Progressive Grocer