Lion Dairy & Drinks (Lion) has announced the relaunch of its white milk range in Western Australia under the Masters brand.
“We listened to what the WA farmers supplying our dairy milk and WA people wanted and have responded,” says Lion Dairy & Drinks Managing Director Peter West. “Masters has a rich heritage in WA. It has been produced locally at the Bentley manufacturing site for more than 50 years, so we understand the strong community connection to the Masters brand.”
Peter says farmers had repeatedly asked for the return of the white milk product under the Masters brand with some feedback from loyal WA consumers stating that they didn’t think Lion’s Pura White Milk was locally made.
“All fresh white milk sold under the Pura brand in WA was manufactured using fresh dairy milk from WA farmers at our site in Bentley, however we took that feedback on board and decided to relaunch our white milk range under the iconic Masters brand,” Peter says.
To assist in the transition, Peter says there will be some Pura branding to help consumers recognise the shift.
The new-look Masters Pura white milk is available in Full Cream, Hi-Lo, Light Start and Tone variants, and now available in WA retail outlets, convenience and food service stores.
Lion has also launched the new Masters Extra Creamy milk, crafted specifically for the café and restaurant industry. It features a 4.3 per cent fat content, standardised protein to remove seasonal variances and improves the overall stability and frothing of milk.
The relaunch of the Masters white milk range follows Lion announcing a major investment of $43 million over three years at its Bentley milk manufacturing site in Perth to underpin its growth in the Western Australian market.
Peter says the investment will deliver a “comprehensive modernisation” of the Bentley dairy processing plant, together with new manufacturing capability and a more efficient route to market to better serve customers and consumers across the state.
“This significant investment signals our commitment to WA dairy for the long term,” Peter says. “It makes clear our intent to drive profitable growth in milk-based beverages, white milk and our other key dairy categories for the benefit of consumers, customers, farmers, distributors and other local stakeholders.”
“We are proud to be paying our dairy farmers the highest published price paid in WA,” Peter says. “This price is a concrete demonstration of Lion’s commitment to building secure and mutually rewarding partnerships with our farmers and is providing greater certainty to farmers and establishing Lion as the price leader in the market.”
For more information see www.lionco.com/our-brands/milk-beverages/flavoured-milk