ARLA says it has freshened up fresh milk with its Best Of Both product.
It says B.O.B is a fat-free skimmed milk that tastes as good as semi-skimmed.
A spokesperson said: “Free of artificial ingredients and additives, the new skimmed milk sporting a yellow lid is enriched with naturally-occurring milk protein.
“Whether glugging, pouring, splashing or dashing you really can enjoy the best of both.”
And the company reports that a test of 208 regular semi-skimmed consumers across the age ranges and genders backed up its taste claim.