Booker has launched £1 price-marked milk into its Euro Shopper range to help its retailer customers drive footfall.

The fresh whole and fresh semi-skimmed milks are available in 1.5 litre bottles. They offer at least 30% Profit On Return to Booker retail customers, in line with the rest of the Euro Shopper range.

Euro Shopper was a recognised and trusted brand that provided “fantastic quality” and “amazing value,” said Steve Fox, Booker sales director for retail. “Milk is such an important category for independent stores and I am delighted we can offer them Euro Shopper milk at a price point that is attractive to shoppers, yet still maintains a strong margin for retailers.”

Some multiple retailers offer larger bottles of milk at a £1 price point. Poundland, for example, sells two litres of whole or semi-skimmed milk for £1 and Tesco  2.272 litres of semi-skimmed for £1 under its Creamfields brand.