In addition, seven in 10 consumers would choose to buy their dairy products from a company which is owned by the farmers themselves.
Arla Farmers Milk will be available in ASDA stores from 12 July in a four-pint format, with both semi-skimmed and whole milk options at an RSP of £1.20.
ASDA brand four-pint milk RSP is 95p, and the extra 25p for Arla Farmers Milk will be returned to directly to Arla farmers.
The extra money will be shared amongst Arla’s 12,700 farmer owners.
‘Great boost’ to dairy farmers
Arla Foods amba Farmer Board Director, Jonathan Ovens, commented: «The launch of this new milk is a great boost to our dairy farmers.
«People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it.
«As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk.
«With farmgate milk prices much lower than we would like, we thank ASDA for the continued support of our cooperative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.»
‘Helping farmers in challenging times’
Chris Brown, Senior Director, Sustainable Business, ASDA said: «ASDA has had a strong affiliation with dairy farmers since its formation and this continues today with the support we provide.
«Launching Arla Farmers Milk in Asda provides our shoppers with the perfect opportunity to help farmers in these challenging times.
«It offers them the choice to pay that little extra for their milk knowing it will go back to the farmers and is another example of how Asda is supporting the dairy industry.»
The new Arla Farmers Milk will be officially launched at the Great Yorkshire Show on 12 July, when Arla will kick-start a nationwide roadshow throughout July and August.