Arla has unveiled Best of Both (BOB), skimmed milk that reportedly tastes as good as semi-skimmed.

With a distinctive yellow lid, the new fat-free milk is pasteurised, filtered and enriched with protein to deliver a taste and texture that is as good as semi-skimmed. In addition, with Arlas PurFiltre process, it also lasts longer in the fridge.

Sarah Baldwin, vice president, marketing, Arla Foods UK, comments, "According to our research, 49% of semi-skimmed buyers say they would buy skimmed but dont like the texture and 33% would buy skimmed but dont like the taste. After three years of research, were making a brave new promise to milk drinkers: you can enjoy the best of both worlds.

"Arla BOB is fat-free, like skimmed, but it tastes as good as semi-skimmed. Quite simply, we collect some of the naturally occurring protein in milk, and carefully add more of it back into skimmed milk. Free from artificial ingredients and additives, its this extra protein which makes Arla BOB taste so good."