Robert Wiseman Dairies has announced plans for new packaging to promote its low-fat milk product.
According to the company, the new carton will carry a slogan telling consumers that it represents an “easy way to get less fat in your life”.
Dubbed ‘the One’, the product was the first milk in the UK to contain only one per cent fat.
Sales and marketing director Sandy Wilkie explained that a new look will allow it to stand out as consumers increasingly look for healthier products.
“Launching a whole new milk variant was a bold step but ‘the One’ has earned its place along side the traditional skimmed, semi-skimmed and whole milks,” he added.
The milk is available in both two litre and 750ml sizes.
Last month Milk Link introduced its own one per cent milk product, which it said had all the benefits of semi-skimmed.
And senior brand manager Heather Coates claimed that moo one% is the first such product in the long-life sector.