Asda is to become the first retailer to have Welsh milk that is sourced, processed and packed in Wales on its shelves across 38 local stores.

From Wednesday 29 May, the retailer will introduce Asda Welsh milk in varieties including whole, semi-skimmed and skimmed, as part of its aim to offer customers high-quality, locally sourced products.

The collaboration with Arla dairy farmers and Pembrokeshire Creamery will see every step of the production process remaining in Wales and looks to support local farmers and Pembrokeshire Creamery’s new state-of-the art milk processing facility in Haverfordwest.

It comes as Lidl became the first UK retailer to sign a contract with Pembrokeshire Creamery to sell milk that has been produced and bottled in Wales earlier this month.

From 1 June, the discounter’s customers in Wales can shop ‘fully’ Welsh own-label milk products, with cream to follow soon after.

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Speaking of the change at Asda senior director for food buying Jenny Cannon said: “After months of planning, we are really excited to finally see Welsh milk that is sourced, processed and packed in Wales land on the shelves of our stores.

“Not only does this showcase our dedication to supporting local farmers and producers but also allows our customers to enjoy the exceptional taste of milk that’s been processed on their doorstep.

“We have a strong heritage of supporting numerous local suppliers in Wales, and we are proud to continue our contribution to the growth and future of the Welsh dairy industry.”

The support to local farms follows on from Asda’s recent move to launch an online “Support UK’ grocery page to allow shoppers to easily locate products produced in the UK.