Toy cow outside Morrisons© Amer Ghazzal/Rex Shutterstock

Morrisons’ experimental milk brand Milk for Farmers has officially gone on sale.

The retailer announced the concept in early August, after being targeted by farmer protesters over its lack of support for the dairy sector.

The idea is that 10p/litre or 23p for every four-pint bottle will be passed back to producers.

See also: Farmers react to Morrisons’ 10p extra ‘Milk for Farmers’

The milk will sit alongside the company’s standard-priced own-brand milk, as an alternative for customers who say they are willing to pay more for milk if farmers see the benefit.

The standard four-pint bottle will sell for 89p and the Milk for Farmers will sell for £1.12.

Stores have also begun selling Milk for Farmers cheddar cheese’ where 34p a pack will go back to the farmers who supplied the milk to make the cheese.

Morrisons’ corporate services director Martyn Jones said: “When surveyed, many customers tell us that they are prepared to pay more for their milk to support British dairy farmers and this will be the first time that they’ll be given the opportunity to do exactly that.

“We will be giving Milk for Farmers our full support and the sales will show whether customers in our supermarkets are prepared to pay more.”

“We will be giving Milk for Farmers our full support and the sales will show whether customers in our supermarkets are prepared to pay more”
Martyn Jones, Morrisons

The idea behind the new dairy brand got a mixed reception from farmers when it was announced two months ago.

While some people said it was welcome step, others dismissed it as a public relations stunt.

Critics pointed out that the money raised will be massively diluted as it will be paid to Morrisons’ milk supplier Arla, which will spread the money across all 13,500 co-op members.