Upmarket UK retailer Waitrose has launched an exclusive line of milk, dubbed Traditional Milk, which is produced by its own herd of cows.

The line, produced at the retailer's farm - Leckford Estate in Hampshire - will be available at each of the 190 Waitrose shops throughout the UK.

"It's great for our customers to know exactly where their milk comes from and by sourcing our Traditional Milk from one herd we can take our customers even closer to the origins of their food," said Waitrose dairy buyer Robbie James.

The line is part of the company's Select Farm Milk Scheme that attempts to promote sustainability in the dairy sector.