Arla Foods plans to launch a new milk brand in 2010, The Grocer can reveal.

The dairy giant, which already produces filtered milk brand Cravendale, had identified new technology and would launch a new brand later next year, said Jessica Hardcastle, brand manager for milk at Arla Foods UK. Plans are at a very early stage and the product has not yet been tested on the consumer.

The new branded milk would be "completely new" and not an extension of Cravendale, said Hardcas-tle. "It's innovative and an exciting addition to the category. It will address a true consumer need."

Cravendale currently accounts for 80% of the filtered milk market, and sales have risen 20% to £140m in the past year [Nielsen MAT 52w/e 11 July], according to Arla.

Two new ad campaigns are planned for Cravendale this year and new packaging will be launched early next year.