Retailers’ price war extends to highly pasteurized milk

The Veropoulos supermarket chain is further increasing competition in the milk market with the introduction of imported highly pasteurized milk from Germany at 0.72 euros per liter, at a time when milk consumption is dropping across Europe. This is the third time within the last five years that Veropoulos has made a spectacular move in the market; the first was when it inaugurated its own label and then with the importing of Alpiland milk from Austria, which now costs 0.87 euros per liter. Now the import from the region of Bavaria, Vero Milk, as it will be called, will be even cheaper. Total sales in the milk market dropped by about 8 percent in the first half of 2009 compared to the year before but the price war in fresh milk has reportedly managed to contain the decline in sales volume.