The NFU has expressed disappointment that Asda has cut the price of a four-pint bottle by 15p when bought as part of its ‘Any 2 for £2’ pledge as part of a wider milk promotion.
 
NFU dairy board chairman Gwyn Jones said: “We are disappointed that Asda has decided to cut the price of a two litre container of milk as part of its current promotion.
 
“It sends the wrong message to consumers about the value of milk, at a time when all concerned should be focusing on adding value to the milk supply chain,  especially as the response to the recent WI/NFU campaign has shown clearly that many consumers are prepared to pay more for their milk to support the British dairy industry.
 
“However, we understand that this is only a short-term promotional price cut which only applies to two litre containers, and we do welcome the fact that ASDA is providing its customers with nutritional and other information to encourage them to drink more milk.”