A NEW brand of milk called 'White and Wild' has been launched in Clitheroe to help local farmers and wildlife.

The initiative, launched by the Wildlife Trust, aims to provide additional income to dairy farmers who are willing to help wildlife on their farms. Staff from the Trust were on hand at Sainsbury's in Clitheroe to help promote the brand of semi skimmed and organic milks.

If successful, it is expected some Lancashire dairy farmers will join in the production.