Britain goes crazy for unhomogenised milk: Demand for the trendy drink has surged by 34% – as middle-class shoppers flock to stock up
Forget almonds, soy or oats; England went crazy for non-homogenised milk!
New figures released by Waitrose have revealed that sales of the trendy drink increased by 34 per cent last year.
Non-homogenized milk is milk in its natural state that has bypassed the industrial ‘homogenization process’.
Because the fats are not broken down, the cream naturally rises to the top of the bottle, giving the milk a creamier taste and texture.
So what’s behind this rise? According to Leckford Estate Food Processing Manager Dan Robinson, the increase in sales is largely due to health-conscious shoppers.
“We believe this increase in popularity is due to the desire for whole foods and increased awareness of ultra-processed foods (UPFs),” he explained.
‘Many customers are now looking for the ‘perfect basics’ and embracing a simpler, more natural approach to their diet.
‘Plus – this milk tastes absolutely delicious!’
Forget almonds, soya or oats – Britain has gone crazy for non-homogenised milk
Most milk goes through a process known as ‘homogenisation’, where it is pumped at high pressure through small spaces.
This process prevents the milk from separating by dispersing the fat globules in the milk.
Crucially, this is different from pasteurization, which involves heating the milk before quickly cooling it to kill harmful bacteria.
Waitrose Milk Buyer Alice Grigoleit explained: ‘Unhomogenised milk is a dairy product much closer to its natural state.
‘It allows the cream to rise naturally to the top, bypassing the high-pressure valves used to break down the fat molecules while being safely pasteurised.
‘By not homogenizing it, it preserves the structural integrity of the milk, preserving its unique texture and richer, more complex flavor profile.’
Last year, sales of Waitrose’s No.1 Organic Non-Homogenised Ayrshire Whole Milk increased by 34 per cent, while sales of Duchy Organic British Free Range Non-Homogenised Whole Milk increased by 29 per cent.
Meanwhile, searches for ‘unhomogenised milk’ on Waitrose.com have increased by 200 per cent.
Most milk goes through a process known as ‘homogenisation’, where it is pumped at high pressure through small spaces.
‘Unhomogenised milk really becomes the cream of the crop,’ Mr Robinson added.
‘We have seen customer demand for non-homogenised organic whole milk increase significantly in recent years; and in response we have invested in new processing equipment at our Leckford Estate to increase capacity by approximately 20%.’
But unhomogenized milk is not cheap.
A pint of Waitrose’s No.1 Organic Non-Homogenised Ayrshire Whole Milk costs £1.95, while four pints of the Duchy Organic Non-Homogenised Whole Milk costs £2.65.
For comparison, four pints of Waitrose’s Essential British Free Range Semi-Skimmed Milk costs £1.75.
The increased sales will come as no surprise to the many fans of non-homogenized milk, who regularly sing its praises on social media.
One fan on Instagram said: ‘Blue organic non-homogenised milk is my favorite milk.
‘I thought I was lactose intolerant for years, but this milk doesn’t bother my stomach in the slightest! The best part is the cream cap, which I literally scoop out and eat every time I open a new bottle.’
Another added: ‘It tastes good and creamy. This will definitely be a regular item on my shopping list.’
And someone joked: ‘I’m treating myself to this luxury milk and it was worth the extra money.
‘I didn’t experience any stomach aches or cramps after drinking this milk, even my husband can tell the difference!’
