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<strong>Milk</strong> <strong>in</strong> a new,<br />
<strong>in</strong>novative form<br />
CONVENIENT AND GENUINE is what we want! As a<br />
reaction to the consumer society and all its stress, people<br />
have developed a long<strong>in</strong>g for the authentic. At the same<br />
time, we want to experience and enjoy th<strong>in</strong>gs. There is<br />
also an emerg<strong>in</strong>g trend toward greater focus on quality.<br />
<strong>Milk</strong> fulfi ls all of these desires.<br />
As consumers, we want to know where our food comes<br />
from. We make demands <strong>in</strong> terms of fl avour, nutrition and<br />
climate impact. And we’re ready to pay whatever it costs.<br />
<strong>Milk</strong> has always had a strong position <strong>in</strong> <strong>Sweden</strong>. Apart<br />
from water, milk is our most common dr<strong>in</strong>k with meals.<br />
From hav<strong>in</strong>g been a typical at-home dr<strong>in</strong>k, it has now<br />
established itself <strong>in</strong> a more public sphere – particularly<br />
through the ca� è latte trend. The same applies to milk<br />
products. More and more people are hav<strong>in</strong>g breakfast at<br />
their corner store or grabb<strong>in</strong>g a yoghurt dr<strong>in</strong>k and a<br />
cheese sandwich <strong>in</strong> their car on the way to work.<br />
We have become more mobile and simultaneously more<br />
<strong>in</strong>sistent on convenience. The portion-packaged milk prod-<br />
Coffee to go <strong>in</strong> mugs with<br />
the same design as<br />
grandma’s best ch<strong>in</strong>a.<br />
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