I haven’t said anything about A2 milk—milk from cows producing a different form of casein protein than cows producing regular A1 casein—since coming across it in Australia nearly three years ago.

Then, I was impressed that the manufacturer’s claims for A2 milk’s better digestibility were based entirely on studies paid for by—surprise!—the manufacturer (as I explain in my latest book, Unsavory Truth: How Food Companies Skew the Science of What We Eat, food industry funding of nutrition research produces highly predictable results and, therefore, is not good for science, public health, or trust).

Now those companies are trying to sell A2 milk here (at a higher price, of course).

According to FoodNavigator-USA, the US dairy industry is not happy about these claims and brought them up before the National Advertising Division of the Better Business Bureau, which referred the matter to the Federal Trade Commission.

At issue is the quality of the industry-funded research.

It’s easy to understand the dairy industry’s view that A2 milk will take market share away from conventional milk at a time when milk sales have been declining for years.

As for the benefits of A2 milk? As with so many health claims, I’m betting that this one is more about marketing than health.

Caveat emptor.