Milk & More is looking to add thousands of new customers to its existing 700 milk rounds across England, as well as extending routes to West Sussex, Kent, Derbyshire, Hertfordshire and the West Midlands.
The Freshways-owned DTC company is looking to build on its current 600,000 weekly deliveries by targeting new households.
It is hoping to attract more young families through its “convenient offer of top-quality fresh British milk”, sourced from British dairy farmers and delivered to doorsteps in a fleet of mostly electric vehicles by 7am – with no minimum order and no delivery charge.
Milk & More is looking to add about 1,000 new customers a week as part of the push, via what it described as a more compelling product range.
The doorstep delivery service’s range now includes own-brand Milk & More free-range eggs from Cornwall’s Country Lane Foods, organics from Somerset dairy farmers at Brown Cow Organics, River Cottage organic yoghurts and kefirs, Warburtons bakery items and kombucha from England Rugby legend Jonny Wilkinson’s new One Living brand.
Wilkinson is also set to become a Milk & More brand partner, bringing his approach to mental and physical wellbeing to the company’s milkmen and their customers.
The moves come following a significant overhaul of the business after the acquisition by Freshways, which saw it move away from its positioning as a ‘farm shop on wheels’ and the ‘home of the refill’, according to an analysis from The Grocer.
Milk & More hopes the convenience of its local delivery service, together with new product partnerships, will encourage existing and new customers to buy more from their local milkman.
“Milk & More has been a part of British communities for over five decades and despite many challenges in the market over this time, we’ve proved there is still strong demand for a convenient, great-value offer and a new generation of families we can introduce to doorstep milk delivery,” said chief customer officer Jessica Nijjar, who is leading the turnaround.
“By combining the friendly neighbourhood milkman with an unbeatable innovative product offer from the very best British food producers and the convenience of home delivery, we can win new customers, grow the business and make sure the great British milkman is always around to provide magical mornings for future generations,” she added.
Milk & More delivers out of 31 regional depots across the country and sources milk from 130 British farms, utilising 55 million returnable and reusable glass bottles a year.
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