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Australians waking up to less to get more.

Milk makeover delivers milk “How it should be” 

Milk is set to experience its greatest transformation in 100 years with two of Australia’s largest brands simplifying the milk manufacturing process to omit permeate, a watery by-product of milk production. As a result, shoppers across Australia will be able to choose milk that is as close to how it is on farm as possible. 

Responding to consumer demand for purer, simpler and less processed food that comes from local sources1,2,3, PURA in Australia’s western and southern states and Dairy Farmers in the eastern states are two of Australia’s leading milk brands to provide fresh milk that’s less processed – the way consumers want it – from 1 July.

“We have listened to our consumers. Three out of four told us they’re becoming more concerned about how processed their food is1,” said Libby Hay, External Relations Director, Lion.

 The latest research into the nation’s attitudes to food quality highlighted that nine out of ten Australians who check for additives and preservatives and the level of processing a product has undergone would choose a less-processed option if available1.

 “We looked at our manufacturing process and realised that adding permeate was not essential, so it was an easy decision to remove it from our milk,” said Hay.

 “By not using permeate, the natural seasonal variations in protein will flow through into our rich, creamy milk, providing a product that is the purest quality milk.”

Consumers who prefer their milk closer to nature should look out for the ‘permeate free’ label on PURA milk in WA, SA, Victoria and Tasmania and Dairy Farmers in NSW and Queensland.

Accredited Practising Dietitian Geraldine Georgeou believes this is a great initiative because it gives consumers another milk option that is naturally full of milk’s nutrients like calcium.

“With access to more information than ever before, consumers are demanding high standards when it comes to the food and beverages they give to their loved ones, with recent research into food trends highlighting almost half need to know where their food comes fromas well as what’s in it,” she said.

- 25 June 2012