Organic Valley Grassmilk is the first refrigerated milk said to be produced from cows that are 100 percent grass-fed. New in the U.S., the product is the innovation of the week from Datamonitor’s Product Launch Analytics. The cows that produce Organic Valley Grassmilk eat only fresh grasses and dried forages, like hay – no soybeans or supplemental grains.

The product is marketed as having no synthetic hormones, pesticides, antibiotics or GMOs and is said to be “flowing” with omega-3s, CLA and calcium.

The minimally processed milk comes in three varieties: whole, two-percent and fat free.

Tom Vierhile, innovation insights director for Datamonitor says that “there is some evidence that consumers are already warm to the concept of grass-fed milk, so this could easily be a product whose time has come.”

He adds that “consumer interest in various inputs for packaged food and beverage products is on the rise. In addition, there may be significant environmental advantages to feeding cows grass rather than resource intensive feed grains like corn, oats and more.” PD

—From Datamonitor's Product Launch Analytics