Waitrose has launched a specialist line of milk produced by a herd of Holstein Friesians on its own Leckford Estate in Hampshire. 

The whole milk, which will sell for 85p for just over one litre, is branded Waitrose Traditional Milk and went into stores this week.

“It’s great for our customers to know exactly where their milk comes from,” said Robbie James, Waitrose dairy buyer. “By sourcing our Traditional Milk from one herd we can take our customers even closer to the origins of their food.” 

The milk is also unhomogenised, which results in the cream rising to the top of the bottle, giving it a more traditional feel, he added.