Arla Foods has introduced its Arla Farmer Milk range, which means its dairy farmers receive an additional 25p.

The company has taken this initiative based on a research report that revealed approximately 63% of consumers are willing to pay more for dairy products if it benefits dairy farmers.

Arla Farmers Milk is available in a four-pint format at all Asda stores in the UK.

"The launch of this new milk is a great boost to our dairy farmers."

The new milk range is available in both semi-skimmed and whole milk options at a retail selling proce (RSP) of £1.20.

Asda's four-pint milk carries an RSP of 95p and an extra 25p will be charged for supporting Arla farmers. The money secured from the sale of this range will be shared amongst Arla's 12,700 farm owners.

Arla Foods farmer board director Jonathan Ovens said: “The launch of this new milk is a great boost to our dairy farmers. People want to know more about where their food comes from and who benefits and are willing to pay more if they know it goes directly to the farmers that produce it.

“As we’re part of a cooperative, the money we receive goes back to the farmers who supply our milk.

“With farmgate milk prices much lower than we would like, we thank ASDA for the continued support of our cooperative principles and also for providing an opportunity for their shoppers to give something back to Arla dairy farmers.”