Asda has followed in Tesco's footsteps and launched own-label filtered milk, it has emerged.

Asda Fresher for Longer is produced by Cravendale owner Arla Foods, and started going onto shelves at the end of May. It is available in two-litre cartons and comes in semi-skimmed and whole, both £1.59 [].

By comparison, two-litre cartons of Cravendale-branded filtered milk are currently priced £1.80 in Asda, with a 3 for £4 promotion running across skimmed, semi-skimmed and whole variants.