New packaging for Wiseman’s 1% fat milk

Launched in spring 2004, ‘the One’ was Britain’s first 1% fat milk and to this day remains the only brand available in what is the fourth fresh milk variant.

Benefiting from all the taste of semi-skimmed milk but only 1% fat, the One has been described in consumer research as the “ideal milk”, combining the right taste with helping all round health and fitting perfectly into a balanced diet.

The new look packaging is being launched under the line “Pick up the purple. The easy way to get less fat in your life.”

Sandy Wilkie, sales and marketing director at Robert Wiseman Dairies, said: “The clean and bold new look of ‘the One’ will help it stand out at the milk fixture and consumers will respond to the unique proposition of the product, only 1% fat whilst maintaining the right taste.”

“Launching a whole new milk variant was a bold step but ‘the One’ has earned its place along side the traditional skimmed, semi-skimmed and whole milks and is now a must have listing for retailers.”

Consumer trends show a long term demand shift towards low fat milk and the drive by government and health food lobbies to improve the nation’s health will only serve to accelerate this trend.

The Food Standards Agency (FSA) has signalled its intent to launch a major campaign to encourage the public to reduce their intake of fats and saturated fats, particularly through dairy products.

“’the One’ is perfectly positioned to take advantage of this push towards lower fat intake in the daily diet of the consumer,” Mr Wilkie added.

Available in two pack sizes, 2 litre and 750ml, designed to match the changing lifestyle patterns in the UK.