Lion Nathan National Foods, the Australian dairy and drinks giant, has announced the removal of the substance ‘permeate’ from its milk.

The company said the decision to remove permeate is based on research showing that nine out of ten Australians check food labels for additives and preservatives and would select a less-processed option, where available.

“We have listened to our consumers. Three out of four told us they’re becoming more concerned about how processed their food is,” said Libby Hay, external relations director for Lion.

Permeate is a processing water by-product that is commonly used as a dilutant in mass-market milk.