Wiseman's tops in Black and White

A SCOTTISH dairy firm's iconic milk range is the fastest growing top brand in Britain, according to an industry survey published today.

The Black & White range produced by Robert Wiseman Dairies - the UK's biggest - increased sales by nearly a fifth last year, the Grocer magazine reported.

The East Kilbride-based firm attributed its success to highlighting the regional origin of milk on cartons, extending supplies to the whole of Britain, and maintaining deliveries through this and last year's severe winter weather.

The 31-year-old brand notched up sales of 156.5 million last year, 19.1 per cent more than in 2009. It is ranked as Britain's 36th biggest brand, up ten places on 2009.

The Britain's 100 Biggest Brands annual survey is topped by Coca-Cola, which held on to its number one spot. Sales of the soft drink sales increased by 8.3 per cent to more than 1 billion.

Irn-Bru is the only other Scottish brand to feature, down four places to 81, with sales up 3.5 per cent to 97m on the back of record marketing spending and a new push south of the Border.

The Grocer said Robert Wiseman, which supplies a third of Britain's milk, had extended its regional branding of cartons, adding "Welsh" and "Scottish" labels to the existing South West, Grampian and Cornish variants.

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It said the company had also had benefited from picking up business from former Dairy Farmers of Britain customers - such as wholesalers supplying the Spar chain of convenience stores - following the co-operative's collapse two years ago.

The magazine said the firm had also taken trade from rival Dairy Crest in smaller shops.

Richard Ford, deputy fresh foods editor of the Grocer, said: "The success of Wiseman's Black & White brand has come from its ability to spot a gap in the market and seamlessly move in and pick up new business across the UK. Unlike other dairy companies, Wiseman has stuck to one thing - milk - but done it incredibly well."

Fiona Burnett, design director of Edinburgh brand agency Tsuko, said: "The Wiseman brand has an emotional appeal to its customers whenever they see the trade-mark black and white cowhide livery".

Charlie Robertson, a brand consultant at Glasgow-Based Red Spider, applauded the Wiseman move for its "famed Scottish brand". He said: "People will believe the milk is fresher, and want the local guy to do well."

However, Sarah Cordey, spokesman for the Scottish Retail Consortium, said: "Some consumers look to buy locally produced goods, but all the evidence indicates they are much more strongly influenced by price."

A Robert Wiseman spokesman said: "Consumers are increasingly looking for reassurance their milk hasn't travelled too far. Our network of dairies means we can offer regional labels."