Milk Link has revamped the packaging of its Moo Organic ambient milk range to target shoppers of organic fresh milk.

The new-look packs, rolling out now, aim to evoke nostalgia for the 1950s with a picture of a traditional milk bottle. They would generate on-shelf standout and drive trial among consumers who usually bought fresh organic milk, said marketing director Hamish Renton.

The new packs are available in all five major supermarkets.

Moo Organic was first launched in 2004.