Discount retailer Aldi has introduced a new label to feature on milk products in the store to outline the nutritional benefits and to drive increased consumption.

The new ‘We Love Milk’ label will feature on Aldi’s Cowbelle-brand milk.

Aldi buying managing director Julie Ashfield said: “This is a simple but important step that we hope will help educate our customers about the wider nutritional benefits of milk.

“Milk is a superfood. We all know that it’s a great source of calcium, but it also contains large amounts of iron, potassium and vitamins B2 and B12 that are vital to a balanced diet.”

"This is a simple but important step that we hope will help educate our customers about the wider nutritional benefits of milk."

The company noted that the amount of calcium present in a 250ml glass of milk is equivalent to that of 650g of broccoli, 205g of kale or 120g of almonds.

Ashfield added: “As well as offering excellent-quality products at the most affordable prices, we want to help customers live healthy lives by giving them the right information about the food they eat.”

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The retailer has launched the new label on the 100% British milk range across the majority of its stores in England and Wales.

The move is part of its strategy to promote healthy eating.

In March this year, Aldi committed to phase out plastic packaging and instead use recyclable, reusable or compostable packaging for its own-label products by 2022 in order to fight plastic waste.

The company also unveiled plans to stop the sale of 5p bags across its businesses.