Medina Dairy has launched a new milk brand out of its recently acquired former DFB Blaydon Dairy site.

Simply Milk was a more premium-looking product, designed to show customers that Medina was now a bigger player, said processing director Gary White. "We wanted to say 'we're upping the ante, we're upping our game, we want to be associated with this type of product'," he said.

Medina aims to eventually increase production to 3 million litres. It plans to extend the Simply brand to cream within the next six months.