Made by Cow’s cold-pressed raw milk has potential to revive cow’s milk category, says GlobalData

Australian milk company ‘Made by Cow’ has recently launched the world’s first cold-pressed raw milk using its new patented method approved by the NSW Food Authority. The milk has the potential to prompt a much-needed revival of the cow’s milk category, says GlobalData, a leading data and analytics company.

The merits of consuming unpasteurized milk are increasingly being heralded, prompted by the growing momentum of the natural movement, which is anchored in the conviction that natural products are simply healthier. According to GlobalData’s 2017 Q4 consumer survey, 43% of global consumers associate the term ‘healthy’ with fresh or raw claims.

Katrina Diamonon, Consumer Analyst at GlobalData, says: “As more consumers gravitate towards plant-based foods, including milks, for health and environmental reasons, there has been a need for traditional cow’s milk to reposition itself and make it more relevant to a new generation of health-conscious consumers.”

However, raw milk has justifiably garnered the disapproval of government and health authorities, who have warned of the risk of such products being contaminated with harmful germs and in turn resulting in foodborne illnesses.



Diamonon adds: “Made by Cow’s patented process was approved by the NSW Food Authority as safe to drink, which overcomes a crucial obstacle for raw milk.”

Unlike traditional methods of milk production, which use heat pasteurization or homogenization that result in the loss of key vitamins, minerals or fats, Made by Cow uses a breakthrough method of taking milk bottled straight from the farm and then immediately putting it through a cold high pressure process to destroy harmful bacteria without depleting milk’s natural nutrients.

The process is similar to that used in the production of cold-pressed juice, which does not require additional heat or oxygen and thus optimizes the nutrient level of fruit and vegetable juices.

Diamonon concludes: “Cold-pressed raw milk has the ability to reinvigorate the category, given the compelling health benefits of high pressure processing. This new method of milk processing may be just what is needed to tip the balance back in favor of cow’s milk.”



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