Robert Wiseman Dairies is set to increase its branded milk presence in the summer, with the launch of an extended shelf life product called Puriti.
The newcomer builds on the company's experience of creating an exclusive own label Pure milk line with Tesco over the past year.
The results encouraged Robert Wiseman to invest more than £8m in the planning, development and marketing of Puriti, which will be sold initially in
two-litre white plastic bottles, with a one-litre carton planned later in the year.
"The innovative filtration process means that Puriti has next-generation technology behind it," said a spokesman. "It seems to appeal to health-conscious consumers as well as those who want products with an extended shelf life."
The company is in talks with major retailers and is confident that listings will go live in early summer. Puriti is set to be marketed with the strapline 'Stays fresher longer' and will be flagged up as having a 21-day shelf life, although this actually extends to 30 days.
However, news of the launch coincides with Arla announcing that it is reviewing options for the premium Cravendale brand, launched in 2001, in light of price cuts on own label milk earlier this year (p83).
Robert Wiseman Dairies, which this week reported a 6% increase in full-year pre-tax profit to £26.7m, launched Fresh 'n' Lo, the first branded semi-skimmed milk, 25 years ago.
Its stable also includes the purple-liveried 1% fat line The One, launched in March 2004 and backed by a £2m advertising campaign.
Other brands have also broken through milk's commodity barrier. St Helen's Farm and Red Kite Farms brought out Night Time and Slumber Bedtime Milks respectively two years ago, and Dairy Crest's St Ivel Advance with Omega-3 arrived last year.