Plant milk company Vitasoy – a joint venture between Lion and Vitasoy International – has rolled out almond and coconut milk under its 'Milky' brand.
The company has also refreshed its packaging and is launching a new communications campaign on TV, outdoor and digital.
The expansion of the Milky range to include Almond and Coconut Milky was initiated ahead of calls from Australian dairy farmers for a tightening of food labelling around the use of the word milk, led by the farmer lobby group Dairy Connect, according to Vitasoy.
The Milky name is a brand consideration and not an amendment caused by any external pressure, the company said, with the name Milky refering to the milky texture and mouth-feel of the range.
