Supermarket Morrisons is to launch a new milk brand selling at a premium which it says will go direct to the crisis-hit dairy industry.
The Bradford-based chain has been one of the main targets for protesters from the farming industry who have stripped milk from the shelves before dumping the produce or giving it away for free.
Industry leaders met Morrisons bosses to try to tackle falling milk prices which, the National Farmers Union (NFU) says, will lead to dairy farmers being forced to leave the industry in the next few weeks as they struggle to pay bills and face rising debts.
NFU president Meurig Raymond and Rob Harrison, chairman of the NFU dairy board, joined campaign group Farmers For Action at a meeting with the supermarket in Birmingham.
Afterwards Morrisons corporate services director Martyn Jones said: "We will be launching a milk brand that allows customers to pay a little more if they want to support British farmers.
"Called Morrisons Milk for Farmers, this product will sell at a 10p per litre premium to the standard Morrisons milk price.
He added: "All of that premium will go directly back to the farmers that supply our processor Arla.
"It will go into stores in the autumn and is aimed at shoppers who want to directly support dairy farmers
"Consumers can choose whether they want to pay more to support British dairy.
"A recent survey found that more than half of customers said they would be willing to do so."
Asked if farmers' protests against retailers and supermarkets would continue, David Handley of Farmers For Action said direct action would be maintained - although not against Morrisons.