Following legislation changes, Fair Cape Dairies has launched one of the first 1% milks in South Africa, seizing the opportunity to offer consumers a wider choice in low-fat dairy. The new milk will be available in store from September 2010 in one and two-litre recyclable PET bottles.

"Traditionally, consumers have been forced to choose between 2% low fat milk and fat-free milk; however, Fair Cape now gives them the opportunity to choose 1% low-fat milk, milk with half the fat of regular low-fat milk, but with a far richer, creamier taste than fat-free milk," says Joel Serman, Fair Cape’s commercial manager. "The 1% milk offers just the right balance of low fat content and great taste. 2% milk consumers, who prefer a low-fat product but don’t enjoy the taste of skim milk, will be pleasantly surprised at the smooth, wholesome taste of Fair Cape Free Range 1% Milk. It’s got all the taste with half the fat."

He adds that this latest launch builds on the strength of the existing Fair Cape Free Range brand identity and differentiates the company as a world-class dairy concern at the forefront of consumer innovation in SA: "The 1% range will have a distinct identity that still sits comfortably between the 2% and the fat-free categories."

Although never prohibited, up until recently no legislation existed for 1% milk in South Africa, only for the full cream, 2% and fat free milk categories. The legislation has now been changed to allow for 1% milk in accordance with international trends. Globally, 1% milk is becoming increasingly popular amongst consumers as it allows for a wider choice in healthier low-fat options.

Fair Cape claims to be the first dairy in South Africa to offer "genuine Fair Cape Free Range dairy products", guaranteeing "unequalled cow comfort, animal wellbeing and environmentally friendly production processes".

Fair Cape cows, it says, are fed only natural products with no animal by-products or added hormones, ensuring that the milk is 100% natural, the best possible milk for consumers. The Fair Cape cows live in super spacious surroundings and can choose between basking in the sun or lazing in the shade. They receive daily health check ups and medical care is always available. At the same time every effort is taken to ensure minimum impact on the environment. Fair Cape has recycling practices and measures in place to prevent harm to natural systems as cleaning water is re-used after filtration.

Fair Cape products are available at Shoprite, Checkers, Spar, OK, Fruit & Veg City, Pick n Pay Hyper Ottery and Brackenfell and selected Pick n Pay stores in Gauteng.

For more information, visit www.faircape.com.