How is an animal nutrition strategy, originally developed as an innovation niche, likely to diffuse to different livestock farming systems? The BBC scheme, aimed at improving the nutritional quality of animal products through a diet enriched in omega-3s, has been tested and evaluated by a large number of players involved in animal production. The scheme is now recognized by public authorities as an innovative strategy addressing essential issues (health, environment...). A historical analysis shows how farmers who implemented the scheme were able to change their farming practices, and how the scheme is perceived by other players likely to join it. Future challenges tied to the nutritional and environmental added value of milk are reviewed based on the impact of the BBC scheme on the strategy of the different farming systems within the sector.