Is differentiating fluid milk a daunting task?  Maybe, but clearly not impossible.

One brand of milk, Mayfield™from Tennessee outsells other brands at TWICE the price.

Kroger™ milk sells at retail for $1.99 per gallon.  Right next to it, Mayfield™ milk sells, and sometimes outsells Kroger milk at $3.99 per gallon.  The same is true in other chains also.

That is a 100% premium.   Mayfield is another proof point that Killer Brands do exist, and are often chosen over others at any reasonable price.  The perceived differentiation in the Mayfield case is worth a 100% premium in price.

Customers interviewed at retail swear that Mayfield tastes better than other milk.  Yet it is not visually different.  It has no flavors or secret ingredients.  It is just perceived as tasting better.  They do advertise superior taste on television but not heavily.  An amazing perceived difference in degree.  Great job Mayfield.  You are a lesson for all of us.  How many of you are willing to price your product at a 100% premium over competition?