Centenary Thurles Co-op is set to officially launch its liquid milk brand that comes from cows fed only non-GMO feed.

Centenary boss Joe Kerrigan told the Irish Farmers Journal that the new liquid milk brand will be on shelves in the coming months and will be targeted at urban consumers in Ireland.

Kerrigan said the new liquid milk product will fetch a much higher premium on the shelf than standard milk, which he hopes will arrest the decline in the liquid milk market over recent years.