New Milma packets will display the tagline, 'Let's grow'.
Kerala Cooperative Milk Marketing Federation Limited
(Milma) has decided to remove the imprint ‘fresh and pure’ from its milk
sachets with effect from November 1. Milma will market its product with
a brand new packaging from that date and will display a new tagline,
‘Let’s grow’.
The cooperative milk marketing body
was directed by the High Court a few months ago to remove the phrase
‘fresh and pure’ from its packaging after a consumer took up a case on
the issue, contending that Milma milk contained skimmed milk powder.
Milma had claimed that milk powder was being added to maintain the SNF
(solid not fat) content in the milk as required by the Food Safety and
Standards Authority of India. The milk, produced by different breeds of
cattle and procured from various centres, did not conform to the
stipulated SNF norms. Milma authorities had also explained that the
tagline ‘fresh and pure’ had been displayed as part of the National
Dairy Development Board marketing scheme.
Along with
the introduction of the new packaging, Milma has decided to withdraw
its Jersey brand of milk from the market. A senior official of the milk
marketing body said that the step was being taken as it was difficult to
sell milk belonging to jersey breed of cattle alone. The Ernakulam
region of Milma will introduce homogenized toned milk in the market, at
Rs.35 per litre. The particular variety was not available in the region
earlier.
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