Arla is switching one-litre packs of Cravendale from Tetrapak cartons to PET bottles in a bid to widen the milk’s appeal.

Research had revealed customers tended to associate cartons with “medical or niche” products, said Cravendale brand manager Sophie Macaulay. “We wanted to create a more modern, fun format,” she said, adding Cravendale hoped the move would attract new customers.

The new packs will roll out from 2 May.