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Fonterra launches longer lasting milk in Aus

Fonterra’s Anchor milk launched in Victoria this week, accompanied by a new microfiltration technology.

The technology extends the shelf life of milk by up to 40 per cent, the company said.

While all milk is pasteurised, Anchor milk uses microfiltration to reduce the naturally occurring bacteria in pasteurised milk that causes spoilage by an additional 95 per cent.

“Milk has become something of a commodity in Australia, but we saw the opportunity to raise the bar with Anchor and believe microfiltration will be a game-changer, with Victoria our first market,” said Kiril Simonovski, Director of Marketing at Fonterra.

“We know consumers shop by used-by-date because they want the freshest product. We think Anchor will appeal to discerning households looking for a premium product with a recommended retail price of only slightly more than regular milk,” Simonovski added.

Darren Gardiner, CSIRO’s Food Manufacturing Leader said the technology has been received well in other countries.

“While we’re all familiar with the concept of filtration when it comes to water and coffee, the additional step of filtering out the unwanted bacteria in milk before pasteurisation is a major development in fresh milk,” Gardiner said.

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