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UK: Milk to get convenience make over

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Milk could be the next must-have functional beverage if plans to rebrand it as a competitor of bottled water are successful.

A UK company, Branded Drinks, plans to sell milk in stubby bottles with replaceable screw-top lids instead of the foil-lid bottles and cartons available at present on the market.

Branded Drinks are hoping the new packaging will be as successful for milk as it was for water, now one of the fastest growing categories in the soft drink market.

According to reports, the new 250ml bottles would be positioned in supermarkets alongside soft drinks and fruit juices, rather than in the chiller cabinet with dairy goods and sold for between 65p and 85p.

Branded Drinks is reportedly in talks with an unnamed milk company and two of the UK's biggest dairies, Express and Robert Wiseman, are also thought to be interested.


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