Please enter a keyword

Australians waking up to less to get more.

Milk makeover delivers milk “How it should be”


June 25, 2012

Milk is set to experience its greatest transformation in 100 years with two of Australia’s largest brands simplifying the milk manufacturing process to omit permeate, a watery by-product of milk production. As a result, shoppers across Australia will be able to choose milk that is as close to how it is on farm as possible. 

Responding to consumer demand for purer, simpler and less processed food that comes from local sources1,2,3, PURA in Australia’s western and southern states and Dairy Farmers in the eastern states are two of Australia’s leading milk brands to provide fresh milk that’s less processed – the way consumers want it – from 1 July.

“We have listened to our consumers. Three out of four told us they’re becoming more concerned about how processed their food is1,” said Libby Hay, External Relations Director, Lion.

 The latest research into the nation’s attitudes to food quality highlighted that nine out of ten Australians who check for additives and preservatives and the level of processing a product has undergone would choose a less-processed option if available1.

 “We looked at our manufacturing process and realised that adding permeate was not essential, so it was an easy decision to remove it from our milk,” said Hay.

 “By not using permeate, the natural seasonal variations in protein will flow through into our rich, creamy milk, providing a product that is the purest quality milk.”

Consumers who prefer their milk closer to nature should look out for the ‘permeate free’ label on PURA milk in WA, SA, Victoria and Tasmania and Dairy Farmers in NSW and Queensland.

Accredited Practising Dietitian Geraldine Georgeou believes this is a great initiative because it gives consumers another milk option that is naturally full of milk’s nutrients like calcium.

“With access to more information than ever before, consumers are demanding high standards when it comes to the food and beverages they give to their loved ones, with recent research into food trends highlighting almost half need to know where their food comes fromas well as what’s in it,” she said.

For further information or interviews with Libby Hay and/or Geraldine Georgiou, please contact:

Adrian De Brock

Sophie Halls Anning

0415 097 698 

0400 608 288



 What is permeate?

Permeate is a watery by-product of milk processing. Some dairy companies add it to milk to dilute the protein levels throughout the year. Protein levels in milk fluctuate due to seasonal variations . Not adding permeate simplifies the milk manufacturing process and delivers milk which is closer to how it is on farm.


Dairy Farmers permeate free milks include:

  • Dairy Farmers Original
  • New
  • Lite White
  • Skim

Available in NSW and QLD


PURA permeate free milks include:

  • Pura Original,
  • Pura New (VIC/TAS), Skimmer (SA), Hi-Lo (WA)
  • Pura Light Start
  • Pura Tone

About PURA
The PURA brand was established in 1935 when German farmer Albert Siebel purchased a dairy in Preston, Victoria and named it PURA Dairy.

From a one-cart dairy delivering to only a few streets, 75 years later PURA has helped build generations of happy, healthy Australians around the country through the simple pleasure of great tasting milk.

PURA permeate-free fresh white milk can be purchased in Victoria, Tasmania, South Australia, Western Australia and Northern Territory from 1 July 2012.

About Dairy Farmers
Dairy Farmers has been proudly sharing its quality milk since 1900. Dairy Farmers’ farmers are committed to producing the highest quality milk, which is used to create some of the nation’s best loved dairy products.

In 2011 Dairy Farmers was voted Most Trusted Dairy Brand by Australians in Readers Digest.

Dairy Farmers permeate-free fresh white milk can be purchased in NSW and Queensland from 1 July 2012. 

1 Online survey conducted by TNS from 27-29th April 2012 amongst 1346 Australians aged 16-64 years
2 Hartman Group – Looking Ahead. Food Culture 2012 Pages 13, 29, 53
3 Innova Market Insights – Top Ten Trends in Food for 2012