New Zealand-based a2 Milk Company announced plans to expand into the northeastern U.S. with its a2 Milk brand during January.
Entry into the northeastern U.S. opens a2 to a market of 60 million consumers, which accounts for approximately 20% of refrigerated milk sales by volume. The geographical region a2 is targeting includes: New York, New Jersey, Pennsylvania, Connecticut, Rhode Island, New Hampshire, Massachusetts, Vermont and Maine.
Founded in 2000, a2 Milk is marketed as an alternative to other milks containing the A1 beta-casein protein because it only contains the A2 protein. a2 claims their A1 beta-casein-free milk is easier for consumers to digest.
Ten years ago a2 Milk began selling in Australia. In 2015, a2 Milk was first marketed in the U.S. when it started selling in California.
Currently, a2 Milk can be found in stores around much of the U.S. and has been selling well in California and the Southeast region, according to the company. The milk is sold in grocery chains like Sprouts, Whole Foods, Ralph’s, Publix, Safeway, Winn Dixie, Meijer and Target.
The move to the Northeast region could bolster store numbers from the present 3,600 to an estimated 5,000 retail outlets.
The company plans to spend more on marketing in throughout the year and is investigating new product opportunities in the U.S.