AN extra 50 million litres of milk will be needed by Australia’s largest publicly-listed dairy company, Warrnambool Cheese and Butter, as it launches a new five-year deal with Coles to supply a private label brand.
The company said in a statement released today on the Australian Securities Exchange it had agreed with Coles on the brand ‘Great Ocean Road’ to be sold exclusively through Coles.
Under the deal, it will also supply a minimum of 4,000 tonnes of quality cheddar cheese annually under the same label, which will be launched in May this year.
“The new deal signals a strategic relationship which is beneficial for both partners. Under the five year agreement, WCB will continue to build its branded consumer product business in cheese and other dairy products,” the company said in a statement.
Coles merchandise director John Durkan said the partnership was evidence of Coles’ commitment to support local Australian dairy processors.
The Great Ocean Road brand will launch with Tasty, Extra Tasty, Vintage and Light 500 gram cheddar cheeses, a tasty and light 500 gram shredded cheese and a range of milks including full cream, light, skim and flavoured, Coles said in a statement.
While Coles has not announced prices, WCB chief executive David Lord said the range would be “great value”.
“For WCB this is new business with our own brand,” he said.
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