Arla have gone into direct competition with fizzy drinks companies by launching a 250ml 'grab-and-go' bottle of Cravendale.
The product will go live on Monday 23 May nationwide via Co-op stores, with a plan to introduce it to other supermarkets later this year.
The bottle will be semi-skimmed and on sale for a recommended 65p, while a whole milk version is also in the pipeline.
Catering for those looking to consume milk on the go as part of a healthy and balanced diet, the 250ml bottles offer a new and convenient way for milk-lovers to enjoy their drink.
AHDB Dairy reported last year that consumers are increasingly looking for products that they see as healthy and natural, as well as convenient for busy lifestyles.
With fizzy drinks under the spot light at present with the new sugar tax, the new sized Cravendale could provide shoppers with a good alternative.
Jenna Heinz, brand manager at Arla Cravendale said: "Milk is widely recognised as being part of a balanced diet, and with consumers demanding greater on-the-go drink options we are responding with the launch of Arla Cravendale 250ml; a healthy, natural option to fizzy drinks and juices.
"People can be surprised at how pure and refreshing milk tastes, and now they can enjoy it alone as a refreshing beverage, rather than just on cereal or in tea. We have very loyal Arla Cravendale drinkers and for them this product is perfect."
