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Masters Milk Returns to Perth Royal Show

Hot off the heels of Lion Dairy & Drinks’ Milk Loves You Back launch, Masters continues to show its commitment to the West Australian Dairy Industry

Milk Loves You Back

22 September 2017

Lion Dairy & Drinks is excited to announce that they are returning to the Perth Royal Show to share the importance of incorporating dairy into your daily diet.

Lion Dairy & Drinks (LDD) launched Milk Loves You Back, a behavioral cue campaign, in June this year reminding Australians of the natural goodness contained in milks like Masters.

With more than three in five (64%) West Australians admitting they are ‘udderly’ confused about the conflicting dietary information about milk and dairy2, and just one in five West Australians aware that they should be consuming around three serves of dairy, or alternatives, every day3, the Perth Royal Show is a great time to talk about the importance of dairy.

Lion Dairy & Drinks’ Milk Loves You Back campaign is encouraging Aussies to get their serves of dairy or alternatives each day. West Australians can start with a glass of Masters milk, which naturally provides 8 essential nutrients.

Lion Dairy & Drinks will be based in the Dairy Pavilion at the Perth Showground throughout the Perth Royal Show. An LDD nutritionist will be on hand at times throughout the Show to bust the myths for the 64% of West Australians who are confused by the conflicting dietary information about milk and dairy4.

Visitors can enjoy samples of Masters milk and there will also be daily visits by the Masters cows.

Since relaunching its white milk under the Masters brand in the Western Australia market a year ago, Lion Dairy & Drinks is continuing its ongoing commitment to the WA dairy industry. This is highlighted by our partnership with 29 West Australian dairy farms and a $43m investment at the Bentley dairy manufacturing site in Perth, Western Australia.

Darryn Wallace, Lion Dairy & Drinks Marketing and Innovation Director said:

“We are proud of our partnership with our dairy farmers throughout Western Australia. Masters milk has been produced locally at the Bentley manufacturing site for more than 50 years now and we’re excited about growing our product offering for our consumers across Western Australia.

“We’re committed to the future growth and investment in the West Australian dairy market.”

Mr Wallace said LDD was excited about showcasing its Milk Loves You Back campaign across our Masters range of white and flavoured milks.

“The Milk Loves you Back campaign puts nutrition at the heart of our dairy offerings by reminding Australians of the natural goodness of milk.”

Lion Dairy & drinks will be in the Dairy Pavilion at the Perth Royal Show from 23-30 September.

To find out more about the MLYB campaign, visit www.milklovesyouback.com.au.

Methodology:

The research was commissioned for Lion Dairy & Drinks (LDD) and conducted by Lonergan Research in accordance with the ISO 20252 standard. Lonergan Research surveyed 1,037 Australians aged 18+ and 530 children aged 5-17 years old. Surveys were distributed throughout Australia including both capital city and non-capital city areas. The survey was conducted online amongst members of a permission-based panel, between 30th March and 4th April 2017. After interviewing, data was weighted to the latest population estimates sourced from the Australian Bureau of Statistics.

ABOUT LION

Lion Dairy & Drinks forms part of Lion, a leading beverage and food company with a portfolio that includes many of our region’s favourite brands.

Lion employs approx. 6,700 people across Australia and New Zealand predominantly and takes great pride in their local manufacturing footprint, which spans 34 sites – including milk, yoghurt, specialty cheese and juice sites, dairy farms and large breweries, craft breweries and wineries.

Lion is a company focused on long-term, sustainable growth. Lion has a clear 10-year strategy to transform the dairy and juice businesses and champion the nutritional credentials of their portfolio; reinvigorate their beer markets and contribute to vibrant and responsible drinking cultures; and build their presence in high-value categories in targeted Asian markets. To achieve this Lion invests in their core strategic assets – their people, brands, production facilities and supply chain.

 

1 ABS; 2016. Australian Health Survey: Consumption of Food Groups from the Australian Dietary Guidelines, 2011-12. Cat 4364.0.55.012. Available: http://www.abs.gov.au/ausstats/abs@.nsf/Lookup/by%20Subject/4364.0.55.012~2011-12~Media%20Release~Australians%20failing%20to%20meet%20dietary%20guidelines%20(Media%20Release)~18

2 Lonergan Research 2017, commissioned by Alt/Shift on behalf of Lion Dairy & Drinks. Online Survey of 1037 Australian adults (nationally representative) and 530 children

3 Lonergan Research 2017, commissioned by Alt/Shift on behalf of Lion Dairy & Drinks. Online Survey of 1037 Australian adults (nationally representative) and 530 children

4 Lonergan Research 2017, commissioned by Alt/Shift on behalf of Lion Dairy & Drinks. Online Survey of 1037 Australian adults (nationally representative) and 530 children