South German Milchwerke Berchtesgadener Land is responding to the increased demand for protein with a newly developed “high-protein milk”. At 8 per cent protein, this has more than double the protein content of normal whole milk. The magnesium and calcium levels are also higher, whilst the sugar content remains unchanged.

Initial market tests at Penny and REWE show that the product meets consumer demand, reports dairy manager Bernhard Pointner: “Consumption is enormous, particularly amongst sportspeople. Sometimes a delivery sells out within two hours.” From November, the milk is also set to be available on the chilled shelves of Edeka stores.