Consumer New Zealand says supermarkets should follow a small grocery chain's lead and cut the cost of milk.
Nosh Food Market is selling 2 litre containers of one brand of milk for $2 until the end of February.
Co-founder Clinton Beuvink hopes the move will be a catalyst for permanently driving down the general price of milk.
Consumer New Zealand says supermarkets should pay heed.
Chief executive Sue Chetwin says profit margins on milk at supermarkets also need to be more transparent.
She also says the wholesale price of milk is down which should translate to a cheaper price for the consumer.