Starting this weekend, the dairy aisles of ARO and most MRO stores will feature Food Club Ultra-Filtered Milk, giving guests a new option in one of the fastest-growing segments in dairy.Ultra-filtered milk has become increasingly popular with shoppers looking for milk that offers a longer shelf life, lactose-free options and higher protein content than traditional milk. Until now, many customers have turned to national brands to meet that demand.
The arrival of Food Club Ultra-Filtered Milk provides guests with an exclusive brand alternative that delivers the same key benefits customers expect while also offering the value and quality they’ve come to trust from Food Club products.
For more than a year, supply of leading national brands in the category has been limited, often leaving shelves empty and making it difficult for retailers to consistently meet customer demand. Food Club Ultra-Filtered Milk creates an additional supply channel that will help members keep products in stock and provide shoppers with a reliable option.
Like other ultra-filtered milk products, the new Food Club line offers a clean, great-tasting dairy experience along with a longer shelf life and other attributes that continue to drive consumer interest in the category.
“Food Club Ultra-Filtered Milk gives our guests and retailers a high-quality option in a rapidly growing segment while delivering the value shoppers expect from our exclusive brands,” said Bryan Simonson, senior category manager at Associated Food Stores. “Just as important, it helps create more consistent supply so our retailers can stay in stock and better serve their customers.”
The launch also reflects Associated Food Stores’ continued commitment to growing its exclusive brand portfolio with products that meet evolving customer needs without sacrificing quality or affordability.