Lion Dairy & Drinks (Lion) has relaunched its white milk range in Western Australia under the iconic Masters brand.

“We listened to what the WA farmers supplying our dairy milk and WA people wanted and have responded,” Lion MD, Peter West said.

“Masters has a rich heritage in WA; it has been produced locally at the Bentley manufacturing site for more than 50 years, so we understand the strong community connection to the Masters brand.”

Mr West said farmers had repeatedly asked Lion to return to white milk under the Masters brand and it also had received feedback from WA consumers that they didn’t think Lion’s Pura White Milk was locally made.

“All fresh white milk sold under the Pura brand in WA was manufactured using fresh dairy milk from WA farmers at our site in Bentley; however, we took that feedback on board and decided to relaunch our white milk range under the iconic Masters brand,” Mr West said.

Mr West said there will be some Pura branding to help consumers in the transition.

The new-look Masters Pura white milk will be available in Full Cream, Hi-Lo, Light Start and Tone variants and available in WA retail outlets, convenience and food service stores from Monday September, 26.

Also to be launched will be the new Masters Extra Creamy milk. This was crafted specifically for coffee and features a 4.3 per cent fat content and standardised protein to remove seasonal variances.

Masters Extra Creamy milk has been designed for the café and restaurant channel for use in coffees.

masters-range-shot
Masters range

The relaunch of the Masters white milk range follows Lion announcing a major investment of $43 million over three years at its Bentley milk manufacturing site in Perth to underpin its growth in the Western Australian market.

Lion says the investment will deliver a comprehensive modernisation of the Bentley dairy processing plant, together with new manufacturing capability and a more efficient route to market to better serve customers and consumers across the state.

This significant investment signals our commitment to Western Australia dairy for the long term,” Mr West said.

“It makes clear our intent to drive profitable growth in milk-based beverages, white milk and our other key dairy categories for the benefit of consumers, customers, farmers, distributors and other local stakeholders.”

Lion is partnering with 29 dairy farms in WA to supply milk for products manufactured for the WA market at the Bentley site. It will pay these dairy suppliers in WA a competitive weighted average milk price of 54.7cpl.

“We are proud to be paying our dairy farmers the highest published price paid in Western Australia,” Mr West said.

“This price is a concrete demonstration of Lion’s commitment to building secure and mutually rewarding partnerships with our farmers and is providing greater certainty to farmers and establishing Lion as the price leader in the market.

“This price together with our investment in our Bentley manufacturing site is also a sign of Lion’s confidence in the Western Australian dairy industry.”

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9 Comments

  1. g/day, it would seem that trying to purchase your pura tone non fat milk, is like trying to get hens teeth. we used to purchase this at woolworths clarkson on a weekly basis. we have also tried IGA, Coles and basils fresh deli Mindarie to no avail. can you please explain,

    two weight conscious pensioners,ha

    Glyn & Mary.

  2. I agree I have been searching in Mindarie and same applies. I had to find an alternative.
    bring back Pura Tone please

  3. Pura Tone has also gone missing in Mt Hawthorn woolworths. It seems that all Pura/Masters milk has gone from the milk fridge though. I hope it comes back some time soon.

  4. What’s going on can’t get tone milk from woolies IGA van get it from some Coles but that means going to all the shops to see if I can get it I use tone because I’m diabetic and trying to do the right thing help

  5. Yeah looks like the re-launch has really fallen flat. Woolies hasn’t stocked Masters white milk for some time now and supplies through Coles are sporadic at best.
    So what’s up guys??

  6. Your fecking colour coding & descriptions are fecking confusing. You must try harder than Brownes

  7. I have been looking for Light start this weekend, has been getting harder to find. This weeks excuse is that the roads are out from the easters states? I thought it was a WA product.,

  8. Can anyone let me know about the price of 2 litre milk can. Coz I was running out of milk since yesterday and as I was rushing to see one shop open on the way to Gosnells from Southern River, this shop charged me $4 for a 2 litre can. I could get the same can for $2 produced by Southwest Milk at Farmer’s Jack in Maddington. Is the price appropriate or was it a rip-off.

  9. Your new plastic bottles for your new line (300ml and 750 ml bottles) are a disgrace!
    Why are you using and promoting plastic?

    You have mentioned on your Facebook page, “Our Masters bottles are made from pure PET which means they’re able to be fully recycled within Australia. Also they have some awesome benefits including portability – and they can be resealed.”

    Disgraceful! Plastic is still plastic, Masters (Lion) . . . no matter how you dress it up!

    Let’s see you find an alternative, if and when you are hit with a levy for using plastic! It’s not acceptable to expect us, the consumer, to accept your flawed reasoning. Your consumers are quite educated now – don’t treat them like idiots!

    It is very obvious that you are not listening to your consumers’ feedback!

    How about you improve the cartons to make them entirely environmentally friendly, rather than spending your resources producing something that is not wanted by your consumers and is definitely not good for our environment!

    SHAME ON YOU!!!

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