A doe-eyed cow is taking a starring role on new packaging for premium Jersey and Guernsey Breakfast Milk from Highgrove Food Distribution.

The revamp, which also includes transferring the milk from plastic bottles to 750ml cardboard cartons, is aimed at giving the brand greater shelf presence and increasing consumer awareness of its origins. Packs will also better explain the taste and benefits of the product.

The packaging switch is aimed at improving quality and convenience, as well as reducing environmental impact. The cartons are made from renewable resources and incorporate a transparent measure strip. They also use extended shelf-life technology, which Highgrove said retained the taste for longer and would reduce in-store wastage.

MD Keith Collins said: "There has been a huge increase in the launch of branded products, but Jersey and Guernsey milk still provides the gold standard in terms of taste and quality."