Dairy firm gets One up in fight against flab

Robert Wiseman Dairies is attempting to revolutionise British milk-drinking habits by launching a new low-fat milk, called "the one".

Robert Wiseman Dairies is attempting to revolutionise British milk-drinking habits by launching a new low-fat milk, called "the one".

Alan Wiseman, the chairman, said the initial response to its new milk - so named because it has just 1 per cent fat, placing it between skimmed and semi-skimmed - was "very encouraging".

The product is being trialled across Scotland and the Granada television region ahead of a possible national launch.

Mr Wiseman said the new milk was intended to appeal to the growing number of obese people in the UK who are looking to cut their fat intake. "You get the taste without having to consume the fat, which is where all the taste is," he said, adding: "We would seriously consider going national with this product."

The company is expected to decide whether "the one" will go national in six to eight weeks' time

Almost two-thirds of all milk sold in the UK is semi-skimmed, (which has 1.5 per cent fat) while barely one in 10 pints sold is skimmed.

His comments came as the company reported a 27 per cent rise in full-year profits to £28.9m. Sales grew by 21.4 per cent to £474.5m. Robert Wiseman shares climbed 6.5p to 274p yesterday.

The group said it hoped to open a depot in the South-east by next spring, completing its coverage of the UK. This would help it service its extended contract with Tesco, which has been expanding in the region. Further depots could follow, Mr Wiseman added.

The company is seeking to win a contract to supply Wm Morrison's own-label milk. It used to supply 40 per cent of Safeway's milk, putting it in a strong negotiating position, Mr Wiseman said.