Coles sparks outrage after dumping Gippsland Jersey milk from most of its stores

Coles has been criticised for dumping a popular brand of 100 per cent Australian milk from the vast majority of its stores. 

Gippsland Jersey milk, which is 'proudly independent and Australian-owned', will now be stocked in just 16 Coles' stores nationwide.

Sallie Jones and Steve Ronalds, co-founders of the beloved milk brand, said they were 'bitterly disappointed' by the decision.

'The brand is being delisted from the majority of Coles stores due to the retailer's margin requirements and sales expectations,' the co-founders wrote on social media. 

'We are bitterly disappointed that Coles supermarket has a system that we believe doesn’t really work for little brands like us. 

'We’ve tried hard but we just don’t have the big advertising budgets and profitability to "go on sale" and drop our pants on giving them more margin and we certainly won't be going broke trying to appease them.'

Daly Mail Australia approached Coles for comment. 

More to come.