Waitrose has launched a new line of milk produced exclusively from its own herd on the Leckford Estate in Hampshire.

The brand of unhomogenised whole milk has been called “Traditional” and comes from the estate’s herd of 600 Holstein Fresians. It will be available in all 190 branches of the supermarket chain.

“It’s great for our customers to know exactly where their milk comes from and by sourcing our Traditional milk from one herd we can take our customers even closer to the origins of their food,” Waitrose dairy buyer, Robbie James said.

“Animal welfare is of key importance to Waitrose and at Leckford there has been much innovation to reflect this and ensure our herd are comfortable. Keeping happy, healthy cows also has a commercial benefit for us as their milk productivity increase,” he added.