Italian dairy company Granorolo is launching G+, a new milk drink with 30% less sugar than standard milk, but that maintains its other nutritional elements.
Granarolo says that G+ is made from 100% Italian milk, and is produced by decomposing and separating the natural sugars present in the milk. This makes the product suitable for everyone, even those who are lactose intolerant.
The new product will be produced at the company's Gioia del Colle facility in Puglia, following an investment of over €5 million. It will be on sale from November 2017.
"Granarolo G+ is a real revolution in the milk market," said Gianpiero Calzolari, president of Granarolo.
He described the product as a "unique innovation" that can create a new product category in response to changing consumer needs and food trends.
The full Granarolo G+ range consists of skimmed milk and partially-skimmed milk drinks, in pasteurised and long-lasting formats, which are all available in one litre cartons.
There are also three additional long-lasting drink varieties, which contain added nutrients and are available in half-litre formats. These include milk with magnesium, vitamin B6 and B12, milk with added fibre, and milk with omega3.
© 2017 European Supermarket Magazine – your source for the latest retail news. Article by Sarah Harford. Click subscribe to sign up to ESM: The European Supermarket Magazine.