The A2 Milk Co. is introducing a line of all-natural cows' milk that is branded as "naturally easy to digest."
There are many people who might not consider themselves to be lactose-intolerant, but find that it is difficult to digest dairy products. One of the main reasons for this is the inclusion of the A1 beta-casein protein in dairy products, which has been associated with indigestion and discomfort. A1 beta-casein protein is intentionally excluded from A2 Milk products in the hopes that consumers will be open to rediscovering the "nutritional wholesomeness and great taste of real dairy milk."
Over the course of the last few years, the dairy industry has been forced to innovate to compete with a flourishing non-dairy industry. As a result, many dairy products are being branded with a focus on their natural qualities.