Milk brands seem to be pouring into the Ontario market these days.

Only a few weeks after ads for Ault Dairy’s premium Lactantia PurFiltre milk caused controversy by raising the ire of Beatrice Foods, another milk producer, Quebec-based Natrel, has started advertising its own new brand, called Ultra-milk.

Despite the name the product is not a premium brand and will be priced at par with regular milk.

The Ultra-milk brand has been available in Toronto and Ottawa since August, but has not been advertised until now.

Natrel plans to expand distributuion to the rest of Ontario in the next few months, and eventually the rest of Canada.

At present the advertising is comprised solely of ‘100 per cent Pure Milk’ bus shelter posters in downtown Toronto, created by Young and Rubicam, Montreal.

The posters will be up for 12 weeks. AB