Lactose Free Milk From Valio USA

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Parsippany, N.J.-based Valio USA, a subsidiary of Valio Ltd, Helsinki, Finland, (one of Europe’s leading dairy companies), introduces Real Goodness brand lactose free milk to the Northeast corridor of the U.S. The first lactose free milk that actually tastes like real milk, Real Goodness is made in Syracuse, N.Y. through a partnership with Byrne Dairy using an advanced, ultra-filtration technology that gently removes lactose, leaving nothing but the delicious taste of milk. Valio is so confident consumers will prefer the rich and creamy taste of Real Goodness to other lactose free milk, it offers a money-back guarantee to any consumer who tries the product.

"Our research found that lactose free milk options in the U.S. were not meeting consumer needs," says Valio USA marketing director Lawrence Morris. "Lactose intolerant Americans told us that the current lactose free products available to them either tasted watered down or too sweet.  Many lactose intolerant people simply gave up on dairy products altogether because competitive lactose free milk didn’t taste like the real thing to them."

In a taste test, eight out of 10 lactose intolerant milk drinkers found that Real Goodness tastes just like real milk. Available in fat free (skim) and reduced fat (2%) milk varieties, the Grade A milk is ultra-pasteurized, homogenized and is rBST free. In addition, it has 38 percent more protein and 42 percent less sugar than the leading lactose free brand, contains calcium for strong bones and teeth and vitamin D to help the absorption of calcium.

"Lactose intolerance, the inability of the body to digest lactose, the sugar in dairy products, is a real condition with real consequences affecting between 30 and 60 million Americans," says Professor Riitta Korpela, Valio vice president of research. "Valio is committed to being a center of excellence in dairy nutrition with a healthy portfolio of choices across all dairy categories. We are proud to introduce our milk to lactose intolerant individuals in the U.S." 

Real Goodness products are available at AWI, Wakefern, Weis, Olean, Price Chopper, Acme, Wegmans, AG New England, Hannaford, Giant Carlisle, Stop & Shop, Shaws, Bozzutos Independents, C&S Independents, White Rose (Foodtown, Kings, King Kullen, Krasdale), C&S (Pathmark, Waldbaums, Superfresh, Penn Traffic, Tops), Bozzutos (Big Y, Roche Brothers), General Trading (Fine Fare), Supervalu (Redners), White Rose Independents (Met, Pioneer) and Target (Philly/So, Jersey/Del) in the Northeast, including N.Y., N.J., Conn., Mass., R.I., N.H., Vt., Maine and Penn. 

Suggested retail price for a quart is $2.59 and $4.99 for the 64-oz size.

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