ACC Milk is looking to capitalise on milk's generic £9m ad campaign The White Stuff with the launch of a branded 250ml size semi-skimmed milk under the same name. The black and white, easy-grip bottles, which hit shelves next week, are aimed at drawing teenagers away from carbonates and juice drinks. Adrian Sharland, marketing manager for the company ­ part of the Co-operative Group ­ said the new product would plug a gap in the convenience drinks market. "Drinking milk is not seen as cool among secondary school students, even though they recognise the health benefits," he said. "Milk has not previously been marketed or packaged in a way that appeals to them." Trials of branded chiller cabinets at 15 secondary schools in the north-east also begin this week. {{P&P }}

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