REV milk was low fat and high calcium and aimed at young adults. In 1988, Lite White milk was launched in New South Wales and distributed to 85% of the state. Lite White was a success, with a growth of 150% in its second year. The milk was initially aimed at health-conscious 18-39 year-olds. By 1989 reduced and low fat milk held 12.5% of total milk sales.