I call it fat milk, but it is regular milk. I drink it and it tastes great. It is good milk and it is what I want to keep drinking. I want to keep drinking it at a good price but at a price that is sustainable for the farmers.

Choice questioned whether the $1 a litre milk was really a sign of genuine, healthy competition. They stated:

In our view consumers do not win if short-term discounting reduces product choice or undermines milk quality in the medium or long term.

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