Asda has launched a new web site designed to boost consumption of milk.

The site, Milk is Magic, is accessed through Asda's home page. The retailer claimed it had spent tens of thousands of pounds building the site, which will contain games for children, recipes and nutritional advice.

It will also host Asda's 'Four Pint Pledge' page, where the retailer calls for rivals to invest their own margin when cutting milk prices, publish what price they pay for milk, set up dedicated milk supply arrangements and adopt the NFU's Vision for the Dairy Industry strategy document.

Spokesman Dominic Burch said the site had received 10,000 hits since it was launched in March and 1,000 people had signed up to register their support for the initiative.