MD Foods is rolling out its Cravendale PurFiltre milk to five more regions on February 14, backed by a £5m spend. PurFiltre will be available in Central, Granada, Yorkshire, Tyne Tees and Border TV regions following last year's trial in the Meridian area. TV ads build on the milky mouth' theme showing people who can't resist PurFiltre. The campaign includes a five million household direct mail campaign and instore demonstrations. The company claims PurFiltre achieved a 7% share of retail fresh milk during its trial. Senior brand manager Matthew Wilson said: "Branded milk propositions are the way forward if this £1.5bn sector is to recognise its true potential." It is claimed Pur Filtre stays fresher for longer, as the filtering process filters out more bacteria than standard milk. {{P&P }}

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