“There were a lot of positive messages to take from the launch of ‘Enjoy Milk’ today, many of which are supported by the NFU. We have always called for more branding in the liquid milk aisles and a new brand of liquid milk is a positive development. Part of the focus of the brand is on fair milk contracts and connecting with British consumers, both of which are part of our NFU Dairy Board strategy."
"We’ve seen a number of other brands launched over recent years too – from national products like Arla’s BOB milk to local brands such as Totally Welsh, Lune Valley Milk and Our Cow Molly and it’s good to see more differentiation in the milk aisles. We would encourage any new brands to focus on positive, constructive messaging that promotes the benefits of the products, rather than using divisive tactics that knock one system to benefit another. Good welfare and management is not system specific and we should all be rightly proud of our high quality dairy products."
"We welcomed the opportunity to attend the launch today and aim to have continued dialogue with Nick Hiscox and the group as the initiative moves forwards.”