Wiseman Dairies ready to milk latest product

ROBERT Wiseman Dairies is expected to announce this week that it has signed a deal with a key retailer for its revolutionary 1%-fat milk, known as "The One".

Wiseman is likely to report encouraging sales of the new milk, which the company hopes will inject new life into the sector.

Wiseman launched a £2m TV advertising campaign last night in Scotland and the Midlands as it strives to capture market share from its rivals.

The company is also expected, in a generally upbeat trading statement, to say that profits for the first half of this financial year will be in line with expectations.

Last year Wiseman posted a pre-tax profit of £22.8m, on turnover of £391m.

The company believes the best way to grab market share from arch rival Arla Foods, as it continues to expand throughout England, is by heavily promoting The One. It has less fat than semi-skimmed milk but tastes the same.

In the United States, 1%-fat milk is one of the best-selling milk products, and consumers in Scotland are among the first in the United Kingdom to try it.

Assuming that the drink takes off, Wiseman will then roll it out throughout the UK over the next year.

It is hoped that the launch of The One will stimulate milk sales by attracting non-milk drinkers and encouraging existing consumers to drink more milk.

The launch of The One coincides with recent initiatives to raise the public’s awareness of the long-term benefits of eating and drinking healthily.

Wiseman is hopeful that the launch of this new product will help consumers to make more informed choices about the importance of a balanced diet.

Analysts believe that other companies will follow Wiseman’s lead if its 1%-fat milk takes off. One said: "Arla will follow suit if it looks like 1% milk grabs the attention of the consumer. But, in the meantime, Wiseman has stolen a useful lead."

Robert Wiseman will go to Monte Carlo later this year to compete in the World Entrepreneur of the Year competition, after winning the UK heat in November.

He won the award for transforming Wiseman from doorstep milkman into Britain’s third-largest milk supplier.