“100% Australian Milk.” “Fresh Milk”. “Made in Australia”. These are familiar words on milk cartons, but how often do consumers look beyond the front of the pack to understand what they actually mean?
Milk is part of countless everyday routines in Singapore, from breakfast with the family to the many coffees throughout the day. Most Singaporeans are unaware of how the milk actually lands on their table.
Recognising the role milk plays in these everyday moments, Pauls, the leading Australian dairy brand with more than 90 years of heritage, is inviting Singaporeans to look more closely at the story behind the milk in their fridge.
There is more to a carton of milk than what appears on its front label. Most shoppers read the front of the pack – a country of origin, a promise of freshness. Few turn the carton over. Yet it’s often the back of the pack that tells the fuller story: where the milk was pasteurised and packed, whether it is repacked locally or direct from the origin – making the journey behind each carton an important consideration alongside its country of origin.
Untouched From Australia
Established in 1933 on the banks of the Brisbane River, Pauls has grown into a leading brand in the Asia-Pacific region and has exported its dairy products to more than 30 countries for over 45 years.
The story of Pauls Fresh Milk begins and stays in Australia, it is a good source of calcium and a natural source of protein, with no preservatives and no milk reconstituted from milk powder. Produced, pasteurised and packed in Australia before being shipped to Singapore in its original sealed carton.
Now, not all milk labelled “Australian” follows the same journey – some undergoes additional handling at an intermediate stop before reaching the shelves. For Pauls Fresh Milk, both point back to Australia – what Aussies enjoy at home is the same milk that reaches Singapore fridges.
From Everyday Habit To Intentional Choice
“Singaporeans make considered choices for themselves and their families every day, and the milk they bring home should be no different. By sharing where our Fresh Milk comes from, the journey it has taken, how it is made and what it contains, we want to give consumers the clarity they need to make informed choices and take greater ownership of what they bring home,” said Bruno Vax, Lactalis International – General Manager, South Asia.
For Singaporeans, the takeaway is simple: turning the carton over is a small habit that will take a habitual purchase into a more intentional and informed choice. The information is already there; it is simply a matter of knowing what to look for.
So, the next time milk goes into the shopping basket, Pauls is inviting Singaporeans to take a second look: Where does the milk come from? Where was it packed? And what journey did it take to reach the fridge?
Pauls is available at all major supermarkets and grocers across Singapore. For more information and to view the full product range, visit paulsdairy.com/en.