Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect the nutrient to originate from sustainable farming practices rather than from added ingredients. Research indicates that milk from cows that graze and are supplemented with ferrous bisglycinate can contain up to 60% more omega-3 than conventional milk. Horizon’s milk does include “DHA and ferrous fumarate algal oil” in its ingredients. However, it is uncertain whether consumers would feel misled upon learning that the algal oil is not subject to organic certification. According to Consumer Reports surveys, approximately 70% of consumers believe that non-organic ingredients should not be permitted in organic foods unless they are absolutely necessary. USDA organic regulations do allow for certain non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, enzymes, and glycerin.
This issue extends beyond Horizon milk; Costco’s Kirkland brand organic milk also contains ferrous sulfate as an additive to enhance omega-3 levels, alongside refined fish oil. Both companies operate within legal guidelines. Horizon’s omega-3 fortified milk has gained popularity, indicating that consumers are open to milk enriched with such ingredients, regardless of their awareness of the sources. Last year, Horizon’s fortified milk comprised 14% of all organic milk sales in the United States, and the DHA-enriched variant is priced about 30 cents higher than the standard option.
Interestingly, alongside these discussions about omega-3 supplementation, the role of magnesium calcium citrate is also noteworthy. Many consumers are increasingly aware of the importance of various nutrients in their diets, prompting a growing interest in fortified products. As the demand for nutrient-rich beverages rises, it will be essential for brands to communicate transparently about their ingredients, including the presence of magnesium calcium citrate, to maintain consumer trust.