Coca-Cola managed to make water premium with the launch of Smart Water, and now it hopes to do the same for milk. The company boasts its drink will be powered up to be high-protein, high-calcium and low-sugar – and it'll be sold at twice the price of a normal pint.

Dairy alternatives aren’t groundbreaking. They’re drinks made from nuts or seeds, mixed with water and flavourings – and they’ve been around for centuries. But we’re slurping them at a rate of more than 42 million litres a year. So what is it about cow’s milk that’s turning the dairy market sour?

The price of milk has become a contentious issue in the UK. Following a spate of articles over pricing in the dairy sector and whether farmers are being paid enough, Sainsbury's has weighed in with a national newspaper campaign, flagging its support for British dairy farmers.

Following its first national advertising campaign that focused on quality and value, Whole Foods is promoting its sustainability in its stores. Using digital screens throughout the store, the upscale grocer is showing people the farms and fields where their food comes from.