It's no secret the supermarket price war has seen the cost of milk plunge to record lows.
But one premium super milk has defied the market place.
At $5 for two litres, the milk that claims to aid digestive wellbeing is a huge hit with Aussie consumers.
In the past two years, A2 sales have grown by a 1000 percent.
But not everyone is on board, so A Current Affair took to the streets to see if it's worth the extra cost.