For almost seven decades, Betta Milk was not just 'Tassie as' but 'Burnie as'.
But the new owners of the brand and factory in Old Surrey Road has announced the 'ageing' facility will be closed and the production of milk move to Lenah Valley.
The move will see 23 workers at the Burnie site either lose their jobs or need to relocate.
The Department of State Growth is sending up a rapid response unit to help those out of work find new jobs for train for a career change.
Bega, which acquired Betta Milk from TasFoods in December last year, announced said the transition of production from Burnie to Hobart would start in March.
Customer service and logistics will also be integrated into Bega Group's existing supply chain.
The sale of Betta Milk to Bega represented the first time the company had moved out of Tasmanian hands in its almost 70 year history.
Burnie Mayor Teeny Brumby said the announced closure of Betta Milk's facility would be a sad loss for the city and, in particular, for the 23 workers who now find themselves unemployed.
"Betta Milk has been an iconic brand that was born in Burnie almost 70 years ago and it is disappointing that Bega, which bought the historic company only months ago, has made the decision to move its Burnie operations to elsewhere in the state.
The Burnie site manufactures the Betta Milk and the Pyengana milk brands but Bega says a strategic review showed the facility was not up the scratch.
"Betta Milk has been a household name in Tasmania for over 65 years, and this move is critical to ensuring that the Betta Milk and the Pyengana milk brands will continue to be much-loved Tasmanian-made brands for many years to come," Bega Group CEO Pete Findlay said.
Manufacturing at Kings Meadows will continue given the site's unique capabilities, the company said.
"Bega Group is working closely with the employees who have been affected by this announcement, offering redundancy packages and exploring redeployment opportunities," Mr Findlay said.
"Of the employees that have been impacted, 23 are located in Burnie, 14 in Launceston, 13 in Kings Meadows, 10 in Hobart and two in Melbourne," Mr Findlay said.
"Today's decision was not an easy one to make, and we are working hard to manage this change respectfully with all employees, suppliers, customers, and partners.
"Bega Group is committed to continuing its strong local presence in Tasmania, through its Lenah Valley and Kings Meadows operations, sourcing milk from Tasmanian dairy farming families."
Premier Jeremy Rockliff said he was very disappointed to hear of Bega's decision.
"It is a real blow to the workers, their families, and the local community," Mr Rockliff said.
"I know this is a worrying time for all.I have contacted the company this morning to ensure they understand my concerns.
"State government assistance has been mobilised."
Labor's Shane Broad said the news was another devastating blow for the North-West economy.
"The 23 job losses - on top of the 200 lost with the closure of Avebury mine and with Fonterra cancelling its milk contract with VDL - is not what the region needs during a cost of living crisis," Dr Broad said.
