MWD looks to an added value future

milk, dairy, Müller Wiseman Dairies
Müller Wiseman Dairies’ Black and White fresh milk range includes national and regional labels that the firm says helps covenience stores offer “produce with provenance”.

2014 was a big year for Müller Wiseman Dairies, its main milk brand Black and White was 25 years old.
And new commercial director Dan Howell, who moved from the commercial team at sister business Müller Dairy, promises a big year in 2015 too.
“Müller Wiseman Dairies has a clear vision – to be the biggest and the best fresh milk business in Britain, and we continue to make excellent inroads,” he said.
“We want to reinvigorate the milk category by developing a compelling category vision that will create value for all, now and in the future.
“By looking at consumer and shopper insight we will be able to tailor innovation to unlock category growth opportunities. We want to work with our customers to bring the milk fixture to life.  We want to help our customers to drive shopper loyalty and increased value by having the right range in the right stores, with the optimum fixture flow and signage to encourage trade-up.
“Looking ahead, we see opportunities in increasing dairy usage overall, specifically in added value milk consumption such as filtered and flavoured milks to name a few,” Howell said.
“Milk is a crucial part of a healthy and balanced diet, and our aim for the future is to provide consumers with more choice and flexibility to meet their specific needs.”