WARRNAMBOOL Cheese and Butter has agreed to supply an exclusive dairy line to Coles, and it is not another of the private label deals that are undercutting branded food manufacturers around the country.

Warrnambool yesterday said a new-look consumer brand, Great Ocean Road, would be sold exclusively through Coles stores across Australia and includes a range of high-quality cheddar cheeses and, in Victoria only, a full range of fresh milk products.

Coles and Warrnambool estimated the deal would result in another 50 million litres of milk being sourced from Australian dairy farmers each year for the five years of the contract, starting in May. "With this five-year deal, Warrnambool continues to build its consumer branded business," the chief executive, David Lord, said. "This is new business with our own brand.''