Rather than wait for a company to supply it with GMO-free milk, German supermarket 'Lidl' decided to produce and sell its own.
The supermarket noticed a growing demand for GMO-free milk, which is milk that avoids the use of "genetically modified feed" in the process of its production. The supermarket responded to this demand for healthier foods by creating its own milk brand. 'Milbona Milk' was recently made available in Lidl's stores across Germany and other healthy dairy products in the Milbona range will follow suit. This will include GMO-free cheeses, cream, sour cream and creme fraiche products.
The move towards creating a product as a result of demand shows the company's willingness to expand their consumer base, while creating an opportunity for itself without waiting for its suppliers to do so.