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September 22, 2017 >

Masters Milk Returns to Perth Royal Show

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 dairy1, and just one in five West Australians aware that they should be consuming around three serves of dairy, or alternatives, every day2, 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 dairy3.

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.

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

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