"IT'S proper milk where you can see the cream line."

That was just one of the benefits of the new Isle of Wight Milk, outlined at the brand's Wight Marque launch on Tuesday.

The Island produces ten million litres of milk a year, and the new brand, spearheaded by Briddlesford Lodge Farm's Paul Griffin and Read's Dairies' Mark Reed, is now aiming to keep a greater percentage on the Island.

Read more: New Isle of Wight milk launched to tackle 'decimation' of dairy industry and pay farmers fair price

Paul highlighted the reduction in road miles as another plus point for the new brand, which includes full, semi-skimmed and skimmed varieties.

Cream and other products may well follow and another aim is to get other Island dairy farmers selling to the Isle of Wight Milk business.

Wight Marque, which promotes the Island's food and drink brands, hosted the ceremony at Briddlesford, with Isle of Wight Lord Lieutenant Susie Sheldon on hand to present the certificate.

Graham Biss, chairman of Wight Marque, said: "It is important brands such as this succeed and people realise local produce can survive and thrive in a mass market."

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