A2 milk hits the American market

By Kate Carthew

Friday 26th September 2003

A2 Corporation and US-based IdeaSphere Inc have formed a strategic partnership to bring A2 milk to the US market.

A2 Corporation stemmed from research initiated in 1994, when a study was conducted at the Auckland School of Medicine that showed links between A1 beta casein (A1), which is found in all cow's milk currently sold in the US, with childhood diabetes, coronary heart disease and certain neurological behaviors.

IdeaSphere, based in Michigan, searches the globe for companies with a sound business plan and management team that are in need of assistance.

The companies present their case to a hands-on 90-member board of advisers who, in return for 5% of the companies' equity, provide advice, counsel, contacts, business plans and market strategy.

Recently IdeaSphere announced its planned acquisition of the N.Y-based Twinlab brand, which, much like A2 Corporation, provides a high quality science-based line of nutritional supplements, with annual sales of more than $US100 million.

IdeaSphere has become well known for its commitment to healthy living solutions, ranging from foods and beverages through to personal and home care products and Greg Grochoski, IdeaSphere's chief of research and development, was impressed by what he saw going on at A2 Corporation.

"A2 milk is a significant health discovery that's supported by extensive research. A2 Corporation has created a commercially viable option that allows consumers to avoid a known cause of disease by consuming milk with all the benefits nature intended," he said.

A2 Corporation chief executive Andrew Clarke is confident about the partnership decision.

"We believe that IdeaSphere, with their commitment to natural health and their demonstrated marketing expertise, are the best possible partner to bring A2 milk to the North American consumers." he said.

"Their track record for identifying and bringing to market innovative science-based products is second to none and we are extremely positive about the long term future of the partnership."

IdeaSphere chairman and chief executive David Van Andel is similarly optimistic.

"We are continually searching the globe for new products and technologies that will fulfill our mission, and we believe that the breakthrough by the team at A2 Corporation provides a nutrition platform to positively impact millions of people through everyday consumption of products such as milk and ice cream," said Van Andel.

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