Robert Wiseman is preparing to launch a new branded milk product with only 1% fat. The dairy will also be investing around £20m in advertising support for the launch of the milk, which is being branded ‘The One’.

The company said the milk has all the taste of semi-skimmed but only 1% of fat.

It will be initially launched in a 2 litre format into major supermarkets in the Scottish and Granada television regions.

The product is packaged in striking purple and silver and introduces the purple top alongside the more familiar blue green and red.

Sandy Wilkie, sales and marketing director, said: “We’re delighted to introduce a completely new product to the fresh milk category. It’s all about meeting the increasing demand for choice from the consumer.”