Booker has launched a 1.5L bottle of milk with a £1 pricemark to help retailers compete better with the supermarkets.

The Euro Shopper-branded milk will be available in both semi skimmed and whole varieties and the 1.5L format is believed to be a first for the convenience industry.

The £1 price mark would drive footfall into stores, said Booker’s sales director for retail Steve Fox.

“Euro Shopper milk is supplied by Wiseman. The 1.5L bottle allows retailers to make a solid 30% POR and still delivers a fantastic value £1 price point for shoppers, compared to £1.39 for 2.27L that is available in multiple convenience chains. This product at this price will drive footfall into independent stores and improve retailers profits,” he added.

Premier retailer Linda Williams from Edinburgh welcomed the launch. “Pricemarking is so important to shoppers these days and milk is an essential convenience product so I’m expecting the range to do very well,” she said. 

”The £1 price point should certainly help us compete with the multiples, and the fact that the bottles are a unique 1.5L size gives us an extra point of difference.”

The new bottle would also be a more convenient option for consumers who required more than one pint of milk but fewer than two pints, she added.