ASDA has slashed its price to customers for four pints of milk to 89 pence today (January 5th) following a drop in the price paid to farmers. 

Under a 'roll back promotion' of its own brand skimmed, semi-skimmed and whole milk, prices were dropped with ASDA being the first of the 'big four' supermarkets to undertake such a drop. 

The blow to farmers comes just after First Milk and Dairy Crest announced they would drop the price paid to farmers by 1.2 ppl and 1.6 ppl retrospectively from February. 

As a predicted 1.2 billion litres of milk is set to come onto the market in 2015, it is reckoned processors are unable to find a value-added market. 

Rob Harrison, as quoted in Farming Online's earlier article on milk price drops, said:

"All we ask if that the public continues to buy British dairy products over the festive period, including British cheese...and continue to buy British."

First Milk’s liquid pool would drop to 20.1 ppl from February whilst its manufacturing price would drop to 20.47.