Dairy Crest is taking on the supermarkets by launching a new service in the Black Country delivering groceries and other household products with the morning pint.It has initially launched the new on-line grocery service at its depot in Rufford Road, Stourbridge.

Milkmen from the depot will deliver to surrounding towns including Dudley, Kidderminster, Bewdley, Stourport-on-Severn, Brierley Hill, Kingswinford, Halesowen and Cradley Heath.

If successful, the service, called Milk & More, will be rolled out to other depots across the entire Midlands, including Wolverhampton and West Bromwich.

Alongside the morning pint, milkmen will deliver goods such as bread, eggs, organic fruit and vegetables, pet food and bottled water. Around 150 grocery products will be available overall.

Orders can be made on-line up until 9pm on the night before delivery. Alongside ordering food, customers can also use the website to pay the bill.

Managing director of the household division of Dairy Crest, Mike Sheldon, said: “Families do not want to visit the supermarket again and this is where the service comes in.”

People can try out the new system at www.milkand more.co.uk