Lion Dairy & Drinks is excited to relaunch its white milk range in Western Australia under the iconic Masters brand – because that is what its dairy farmers and the community asked for.
“We listened to what the WA farmers supplying our dairy milk and WA people wanted and have responded,” Lion Dairy & Drinks Managing Director Peter West said.
“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.”
Mr West said farmers had repeatedly asked us to return to making our white milk under the Masters brand and we also had feedback from our loyal WA consumers 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,” Mr West said.
“There will be some Pura branding to help consumers in the transition.”
The new-look Masters Pura white milk will be available in Full Cream, Hi-Lo, Light Start and Tone variants and available in WA retail outlets, convenience and food service stores from Monday 26 September.
Also to be launched will be the new Masters Extra Creamy milk. This was crafted specifically for coffee – beautifully rich and smooth with improved stability and frothing, it features a 4.3% fat content and standardised protein to remove seasonal variances, ensuring superior performance and a full cream dairy taste.