Back in 2009 I had a very exciting announcement to make. Valio, the huge Finnish manufacturer of lactose-free milk products, was entering the American market at last. They contacted me about getting the word out and I was happy to do so, in Valio's Lactose-Free Milk Is a Hit!
I just got a comment on that page complaining that the milk could no longer be found. So I did a search and came up with this undated message that is all that's left on the realgoodness.com website.
Dear Friends of Real Goodness:
Thank you for your loyalty to our brand over the past two years. In the limited time we have been in market in the United States, Real Goodness has helped thousands of people overcome the symptoms of lactose intolerance and enjoy a healthier and tastier lactose-free milk.
We regretfully announce that our company has made the decision to terminate production at this time. Our final shipment to retailers occurred last week. This product has enjoyed widespread success in Europe. However, the product did not achieve its sales targets set out in our strategy despite the fact that the product was unparalleled in its ability to deliver great taste and superior nutrition.
On behalf of Valio USA, I want to thank each of you for supporting Real Goodness.
What can I say? While a small percentage of people with lactose intolerance cherish each and every lactose free product on the market, the greater number ignore them. They either avoid real milk products, opting for artificial substitutes or no milk-like substances at all, or just have real milk in smaller quantities. The lactose free market has always been small and chancy. I've watched dozens of products come into the market and suddenly disappear over the years.
I'm very sorry about this one, because I thought Valio had the money and marketing clout and savvy to pull it off whereas small companies can't compete nationally. It's a shame.