The co-operative refused to give details, but it is believed all will be revealed prior to the Dairy Event next month.
One product already getting a makeover is DFB’s regionally sourced Yorkshire Milk. It has been renamed Definitely Yorkshire and has had a product label revamp designed to be more appealing to “loyal, local customers” in the region.
The milk is sourced from local dairy farms and bottled at the co-op’s Whitby creamery. It is stocked by Asda, Morrisons, Tesco and the Co-op.
The brand route is a logical step for DFB after the purchase of ACC’s liquid milk and cheese plants. Branding has been successful for Milk Link with its flagship Moo milk range.