Milk vending machine installed at Malvern Town Football Club

The machine, which stocks fresh whole milk as well as milkshakes, chocolate brownies and other treats, was opened today outside the HDAnywhere Community Stadium in Langland Avenue.

It marks a first venture into Worcestershire for Whole Moo World, a Bodenham-based dairy company that opened its first milk vending machine 18 months ago just a couple of miles from the family farm.

Owners Sam, Mark and Jacob James at the opening of one of Whole Moo World's machines

It has since opened machines in Ledbury, Leominster, Ludlow and Hereford, and has plans to expand further.

“The football club were really happy to have us on site and we are delighted to be in Malvern,” said Whole Moo World’s Esme James.

“Fresh milk will be delivered there every day and people can visit our website wholemooworld.com to find out more.

“We have supplied milk to Cadbury’s and to Ben and Jerry’s for years, but we always wanted to sell direct to the public.

“The machines have proved really popular and we’re going from strength to strength.”

The vending machines contain glass milk bottles that can be bought for £2 and are reusable - use of plastic is being kept to a minimum.

“The idea is we want people to ditch supermarket milk, which you have no idea where it comes from, and buy local,” said Esme.

“This allows people to support a local business and local farmers.”

As well as whole milk, which is gently pasteurised and non-homogenised, there are a variety of flavours of milkshake available at the machines.

The line-up always includes strawberry, banana, chocolate and salted caramel, plus two other flavours that are changed regularly and announced on Whole Moo World’s social channels.

These have included candyfloss and chocolate orange - and are likely to involve some special festive flavours over the coming weeks.

Whole Moo World's milk was recently awarded two gold stars by the Great Taste Awards.