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Wiseman rebranded

THE NAME may be changing but the fresh milk trucks and tankers with distinctive black and white cow-print branding will continue to be seen every day in Britain's towns and cities following the rebranding over the next year of Robert Wiseman Dairies to Muller Wiseman Dairies, writes Douglas MacSkimming.

And whilst the company name and logo will evolve to include both the Müller and Wiseman identities, the familiar black and white cow-print found on its range of fresh milk products and on company vehicles, dairies and depots, will remain.

Ronald Kers, chief executive officer of Müller UK and Ireland Group said: "Müller Wiseman Dairies has an exciting future as part of Müller UK and Ireland group and we want the new identity to reflect the heritage, strength and ambition of both the Müller and Wiseman brands.

"We have been careful to use the elements of the brand which people most readily associate with Wiseman and Müller, the cow-print stays and the new identity will be instantly recognisable.

"It is important to stress that the new identity will be phased in. It is just not in our nature to waste resources so we will be making changes to packaging, vehicles, dairies and depots when it is most cost effective to do so."

Müller Dairy, the company's yogurt and chilled dessert business, is unaffected by the rebranding exercise.

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