Sales volumes are rising in the UK liquid milk category but value has been squeezed as retailers zone in on price. Four pints of milk for GBP1 has become the norm in a category dominated by own label. In an effort to build value in the UK liquid milk sector, Muller Wiseman Dairies plans to develop its own milk brand. Katy Askew spoke to Rebecca Oliver-Mooney, Muller Wiseman's category and marketing controller, on the sidelines of the Canadean dairy innovation summit to find out more.