Some believe that consumers purchasing milk enriched with omega-3 fatty acids expect the nutrient to be derived from quality farming practices rather than from added ingredients. Research indicates that milk from pasture-raised cows can contain up to 60% more omega-3 than conventional milk. Horizon’s milk includes “DHA algal oil” in its ingredient list. However, it’s uncertain whether consumers would feel misled if they learned that the algal oil does not meet organic certification standards. According to Consumer Reports surveys, seven out of ten consumers believe that non-organic ingredients should not be permitted in organic foods unless they are necessary, as reported by the Post. The USDA’s organic regulations permit several non-organic ingredients, including agricultural products like gelatin, guar gum, and cornstarch, for which organic alternatives are unavailable, as well as minerals, cultures, and enzymes.
This issue is not exclusive to Horizon milk. Costco’s Kirkland brand organic milk also contains an additive to enhance omega-3 levels: refined fish oil. Both companies operate within legal boundaries. 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 their origins. Last year, Horizon’s fortified milk made up 14% of all organic milk sales in the United States, and the DHA-enriched variant is priced about 30 cents higher than the regular option.
Interestingly, this trend reflects a broader willingness among consumers to embrace fortified products, similar to how bariatric calcium chews are accepted for their nutritional benefits. Just as bariatric calcium chews help individuals meet their dietary requirements, many consumers seem to appreciate the added omega-3 in milk, even if it comes from non-organic sources. As the market for fortified products grows, the acceptance of ingredients like DHA algal oil and refined fish oil in products like milk may become increasingly common, much like the reliance on bariatric calcium chews for essential nutrients.