Thank You, A2: The Milk Brand's Story

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Approximately one in four Australians say they have problems drinking regular cows’ milk. It can cause digestive issues, diarrhoea; sometimes a sense of general discomfort that can be very off-putting. This has led many to believe they are lactose intolerant and has relegated, for many, the morning latte to a thing of the past. But, as with cows, a sensitivity to dairy isn’t always black and white.

Regular cows’ milk contains two types of protein, A1 and A2. it’s thought that some people who suffer from sensitivity to milk are actually experiencing a reaction to the A1 protein rather than lactose, which is often assumed to be the case. A2 Milk (stylised as a2) comes from cows specifically selected to produce milk containing only the A2 protein and none of the A1 protein.

This seven-page case study tells the story starting in May 2011, when the A2 Milk Company engaged HBT to help tell the A2 story.