New! Fresh Milk

Advertisement for a newly packaged milk by Express Longlife Milk

Designer
Client				Longlife Milk
Year				1966

In 1966, Express Longlife Milk launched a newly packaged milk in Singapore that could stay fresh outside the fridge. By using a special UHT process, the milk is heated and cooled quickly before sealing it in a unique foil and polythene-lined pack. The packaging was replaced in 1971.

The advertisement was published in the Souvenir Programme for the opening of the Yusof Ishak Secondary School.

Collection of Chee Fook Tuck

References				"New! Express 'Longlife' Milk when unopened stays fresh outside the Fridge." The Straits Times, 6 May 1966, 5. "Say goodbye to Express Longlife UHT Milk and hello to Pauls Longlife UHT Milk." The Straits Times 1971, 13.