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Role for Perth in new milk run

WA has taken up the running in the marketing of a new brand of milk.

National Foods has decided to launch its new Pura Boost offering – a low fat and “ultra-high” calcium product – in Perth.

Indeed, the milk is being manufactured only in WA at this time.

It is understood the product will not be released anywhere else in Australia until February, when it is expected to make its debut in Queensland.

A spokeswoman for dairy giant National Foods said the product had been launched in WA because Western Australians did not consume as much high calcium milk as people in the eastern States.

According to the Australian National Nutrition Survey in 1995, 60 per cent of women aged 16 to 54 did not achieve their recommended dietary intake for calcium and 40 per cent of men fell into the same category.

National Foods nutritionist Heather Ferguson said bone health would become a key issue for Australia in this century.

“Consumers wanted Pura Boost to be low in fat for weight management, to contain high levels of calcium for strong bones, vitamin D for calcium absorption, protein for body strength, folate for cell growth and phosphorus for energy release,” she said.

“As we get older we recognise how important bone health is, with the high incidence of bone fractures.”

The WA launch of Pura Boost also involved former champion Olympic distance swimmer Kieren Perkins, who has become the face for some of National Foods milk products.

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