Big M

Big M is an Australian flavoured-milk brand created in Victoria in 1977. The brand was launched by the Victorian Dairy Industry Authority (VDIA), a newly established body that replaced the more regulatory-oriented Victorian Milk Board. Its introduction formed part of a broader attempt to modernise Victoria’s dairy sector through branding, product development and consumer advertising. Before Big M, flavoured milk in Victoria was largely supplied by small, geographically zoned dairies. Many products were generic and sales were limited, although competition between Ducats Dairy in Shepparton and Midland Dairies demonstrated that there was room for innovation. The VDIA sought to overcome the constraints of the zoning system and stimulate demand with professionally branded products. Big M was developed alongside Rev, a reduced-fat milk product, under a marketing plan prepared within the VDIA. Peter Granger, an agricultural-science graduate appointed as the VDIA’s marketing manager, supplied much of the creative and marketing direction. Des Cooper, chairman of the authority, and Brian Purtell, its general manager, helped organise and advance the launch despite scepticism and resistance from parts of the dairy industry. Advertising agency George Paterson developed the brand identity and engaged Paddington Films to produce surfing-themed advertisements. The association with surfing, beaches and youthful outdoor culture helped distinguish Big M from unbranded flavoured milks and made it a prominent Victorian consumer brand. The brand’s early success was notable because it was created and promoted through a government dairy authority rather than by a conventional packaged-food company. Advertising generated consumer interest, which in turn helped persuade processors and retailers to support the product. Big M subsequently became one of Victoria’s best-known flavoured-milk brands, with sales reported at approximately 19 million litres per year before the trademarks were sold in 2000. Big M has been sold in several formats, including cartons, Tetra Brik packages and plastic bottles. Its range has included fresh and UHT flavoured milk, standard chocolate milk, a lower-fat Light chocolate variant and a changing selection of flavoured products. The permanent range and limited-edition offerings have evolved over time, with promotional activity sometimes allowing consumers to vote on returning flavours. Egg Flip, Honeycomb, Choc Berry and Blue Heaven are examples of flavours that have appeared as limited or returning products. The brand was historically concentrated in Melbourne, regional and rural Victoria, and parts of the Riverina in southern New South Wales. Distribution later expanded into other parts of New South Wales and Queensland. In November 2020, Bega Cheese acquired Lion Dairy & Drinks from Kirin Holdings, bringing Big M into Bega’s dairy and beverages portfolio. The transaction followed an unsuccessful 2019 attempt by China’s Mengniu Dairy to acquire Lion Dairy & Drinks; that proposed acquisition was rejected by Australia’s Foreign Investment Review Board. Big M remains an active Australian flavoured-milk brand associated particularly with Victoria and with the advertising culture of Australian dairy beverages.

Big M emerged from a period of structural change in Victoria’s dairy industry. For much of the earlier period, milk production and distribution were organised through geographically zoned dairies. This arrangement limited competition and made it difficult to establish broadly recognised consumer brands. Flavoured milk was available, but most offerings were local or generic and demand remained modest. The Victorian Milk Board attempted to introduce a reduced-fat milk called 2:10 in the mid-1970s, but the product failed to gain traction. Resistance from processors and the board’s difficulty in coordinating the industry contributed to the decision to replace the board with the Victorian Dairy Industry Authority. The VDIA adopted a more commercially oriented approach, using product branding and advertising to stimulate demand. Victoria’s Minister of Agriculture Ian Smith appointed Des Cooper, managing director of the Victorian Oat Growers Pool, as chairman of the new authority. Brian Purtell became general manager, and Purtell appointed Peter Granger as marketing manager. Granger developed a marketing plan covering both Big M flavoured milk and Rev reduced-fat milk. The plan treated packaging, naming and advertising as central parts of product development rather than as secondary promotional activities. Big M was launched in 1977. George Paterson handled the advertising work and developed the Big M name and campaign approach. Paddington Films produced surfing advertisements that connected the drink with beaches, youthfulness and contemporary Australian leisure culture. This creative strategy gave the product a distinctive identity and helped generate consumer demand, even though some dairy processors initially showed reluctance toward the launch. The campaign helped demonstrate that a coordinated branded product could succeed within Victoria’s fragmented dairy market. Big M became especially associated with Melbourne and regional Victoria, while also reaching nearby parts of southern and western New South Wales. Its range developed around flavoured milk in multiple package formats, including cartons, Tetra Briks and plastic bottles, as well as fresh and UHT versions. A lower-fat Light chocolate variety was also introduced, with a substantially lower fat content than the standard product. Advertising remained central to the brand. Later Victorian campaigns included the line “Think Big, but not too big,” while the brand periodically used flavour promotions to maintain interest. In 2010, the Flavour Flashback promotion invited consumers to support the return of an earlier flavour. Egg Flip won the vote and returned to the range, later appearing again as a limited edition. Honeycomb and Choc Berry subsequently occupied limited-time positions, and Blue Heaven made several returns. By the period before the trademarks were sold in 2000, Big M was reported to account for about 19 million litres of annual sales and approximately 6 to 6.5 million Australian dollars in annual licence fees. The trademarks were sold for almost 62 million Australian dollars. These historical figures describe the brand’s position before the later corporate ownership changes and are not current financial disclosures. In November 2020, Bega Cheese acquired Lion Dairy & Drinks from Kirin Holdings. The deal transferred Big M, along with other major dairy and beverage brands, into Bega’s portfolio. An earlier proposed acquisition by Mengniu Dairy in November 2019 had been rejected by the Foreign Investment Review Board. Under Bega ownership, Big M continued as an active flavoured-milk brand, with its strongest historical association remaining Victoria while distribution extended further into New South Wales and Queensland.

• 2020

  Bega Cheese acquires the brand

  [1]Big Men.wikipedia.org

  Big M becomes part of Bega Cheese’s portfolio through its acquisition of Lion Dairy & Drinks from Kirin Holdings.

• 2010

  Flavour Flashback promotion

  [1]Big Men.wikipedia.org

  A consumer promotion selects Egg Flip for return to the range.

• 2000

  Big M trademarks are sold

  [1]Big Men.wikipedia.org

  The brand’s trademarks are sold for almost A$62 million after a period in which the brand generated substantial licence-fee income.

• 1977

  Big M launches in Victoria

  [1]Big Men.wikipedia.org

  The Victorian Dairy Industry Authority launches Big M as part of a coordinated branding and marketing program for flavoured milk.

An iconic Australian flavoured-milk brand positioned around indulgent dairy beverages, regional identity, colourful flavours and youthful outdoor advertising.

• Flavoured milk · 1977

  Big M flavoured milk

  The core Big M product line consists of flavoured dairy beverages sold in several formats. The range has been available in fresh and UHT varieties and has used cartons, Tetra Brik packages and plastic bottles. The brand’s flavour portfolio has changed over time, combining established products with temporary and returning flavours.

• Chocolate milk

  Big M chocolate milk

  Chocolate milk is a central part of the Big M portfolio and represents the brand’s mainstream indulgent dairy-beverage proposition. The standard chocolate product has been distinguished from the lower-fat Light chocolate variant and has been offered in both chilled and longer-life formats.

• Reduced-fat flavoured milk

  Big M Light chocolate

  Big M Light is a reduced-fat chocolate milk option. Reference material identifies it as containing approximately 0.9 percent fat, compared with approximately 3.3 percent for the standard chocolate product. It extends the brand into a lighter-positioned alternative while retaining the core chocolate flavour.

• Flavoured milk

  Big M limited-edition flavours

  The brand has periodically released or reintroduced temporary flavours. Documented examples include Egg Flip, Honeycomb, Choc Berry and Blue Heaven. These products have been used to create variety, reactivate consumer interest and test demand outside the permanent range.

• 2010Flavour Flashback

  Australia

  The Flavour Flashback promotion invited consumers to select a former Big M flavour for a return to regular sale.

  Outcome. Egg Flip was announced as the winning flavour on 5 July 2010. It was later retired, while other limited-edition flavours followed.

  Source
• 1977Big M surfing advertisements

  Victoria · Australia

  The launch campaign used surfing and beach imagery to present Big M as a contemporary, youthful flavoured-milk brand. George Paterson handled the advertising and Paddington Films produced the surfing advertisements.

  Outcome. The campaign generated consumer interest and helped establish Big M as a prominent Victorian dairy brand.

  Source
• Think Big, but not too big

  Victoria · Australia

  A later Victorian advertising campaign used the line “Think Big, but not too big” to reinforce the brand name and its playful personality.

  Source

• 2020

  Transfer to Bega CheeseM&A

  Background

  Lion Dairy & Drinks was being sold by its Japanese owner, Kirin Holdings, after a proposed 2019 acquisition by Mengniu Dairy was rejected by Australia’s Foreign Investment Review Board.

  Action taken

  Bega Cheese purchased Lion Dairy & Drinks, including Big M.

  Aftermath

  Big M joined Bega’s Australian dairy and beverages portfolio.

  Source

• 2010

  Consumer-led flavour revivalStrategy

  Background

  The brand sought to use nostalgia and consumer participation to refresh interest in its flavour range.

  Action taken

  Big M ran the Flavour Flashback promotion, allowing consumers to select a discontinued flavour for return.

  Aftermath

  Egg Flip won the promotion and returned to the range before later limited-edition reappearances.

  Source

• 1977

  Launch of Big M flavoured milkProduct launch

  Background

  Victoria’s dairy industry was fragmented by zoning, and earlier attempts to introduce a reduced-fat milk had failed to secure processor cooperation.

  Action taken

  The Victorian Dairy Industry Authority introduced a branded flavoured-milk product supported by professional naming, packaging and advertising.

  Aftermath

  Big M gained consumer traction and became a major Victorian flavoured-milk brand.

  Source

• 2021

  Big M flavour range continues limited-edition rotation[1]Big Men.wikipedia.org

  Product launch · Product generation

  Blue Heaven returned as a limited-time flavour and reportedly exceeded the sales of the brand’s previously strongest-selling Strawberry flavour during that appearance.

• 2020

  Bega Cheese acquires Lion Dairy & Drinks[1]Big Men.wikipedia.org

  M&A

  Bega Cheese purchased Lion Dairy & Drinks from Kirin Holdings, acquiring Big M and other dairy brands.

• 2019

  Mengniu Dairy bid for Lion Dairy & Drinks rejected[1]Big Men.wikipedia.org

  M&A · Regulation

  A proposed acquisition of Lion Dairy & Drinks, including Big M, by Mengniu Dairy was rejected by Australia’s Foreign Investment Review Board.

1. 1Big Men.wikipedia.org