Asda becomes first major UK retailer to sell 'free-range' milk from cows reared for six months outside

The Pasture Promise logo is an indication that the milk comes from animals grazed for atleast six months of the year
The Pasture Promise logo is an indication that the milk comes from animals grazed for atleast six months of the year

Supermarket chain Asda is to be the first major UK retailer to sell 'free range' milk.

The milk will be sourced from cows that have been kept outdoors for at least six months of the year.

It comes after the public said they are wanting to buy tastier milk, whilst also helping farmers out by paying more for it.

According to the Guardian, Asda's new milk, from the Free Range Dairy Network, will have a Pasture Promise logo, and will exclusively sell the new milk from Wednesday.

The logo is an indication that the milk comes from animals grazed for atleast six months of the year, whilst offering a fair price for the farmers who produce it. The label could eventually be extended to other produce, such as cheese.

Asda said it has identified stores in its chain where there is a high level of interest in premium-priced organic products and will initially put 70,000 litres of Free Range Dairy Farmer’s milk on shelves every week in 109 stores.

A choice of semi-skimmed and whole free range milk will be available, costing £1.50 for two litres and 90p for 1 litre – more expensive than Asda’s regular milk at 99p and 75p for the same sizes.

'Enjoy milk' campaign

The Free Range Dairy Network isn't the only group to explore free range milk.

A group of dairy farmers launched the 'Enjoy Milk' campaign in January, with the sole aim to deliver a free range future for British dairy cows.

The Free Range Milk Marketing Board (FRMMB), representing a group of more than 700 dairy farmers, launched the campaign.

Campaigners behind the Enjoy Milk cause believe they have a new future for British Dairy cows.

The Enjoy Milk campaign aims to provide consumers with the opportunity to choose milk from guaranteed grazing based farms whilst offering farmers a fair deal.

The integrity of the Enjoy Milk campaign is based upon multiple principles, including the assertion that dairy cows should be allowed to graze grass as often as possible.

Enjoy Milk describes this as 'free ranging' or 'free range', as has long been the case with eggs.

There is a perception from consumers that this is how they would prefer cows to live their lives, with 86% of those surveyed in a 2015 YouGov poll agreeing “that UK dairy cows should be able to graze on pasture and should not be permanently housed indoors”.