Dairy company Arla is claiming it has cracked the formula to offer fat-free milk that tastes as good as semi-skimmed milk.

Arla Best of Both is a yellow top milk that is available in 1l and 2l formats, RRP £1 and £1.50 respectively.

It is backed by a £7m marketing campaign that includes TV and outdoor advertising, as well as digital and social media activity.

Read Peter Lamb’s advice on how to retail bread and milk here.