Lifeblood spokesperson, Harry Ahmed said the name change reflects an expansion of what the service offers.

"Blood is at the core of what we do, but we are now so much more than blood," he said.

"We now provide safe, donated breastmilk to premature babies when they're at their most vulnerable, we provide critical organ matching services, allowing life-giving transplants to take place, and our research and development is world renowned."

Lifeblood Milk has collection centres in Sydney and Adelaide which supplies milk to 10 neonatal intensive care units in NSW and South Australia.

Mr Ahmed said the lives of patients will continue to depend on donors like James Harrison, who started giving blood at 18-years old.

"We used to have what looked like a washing machine to separate the blood and plasma, when we were giving blood," Mr Harrison said.

"And the nurses used to stand on a stool and squeeze the bag to get the blood back into your arm after donating plasma, that's all automated now so it's a lot easier."

As part of the name change, Lifeblood opened its doors to take TV cameras behind the scenes for an eight-part, reality television series on Channel 9.

"Giving Life shows for the first time the real, often moving and always inspiring, stories of the people who give, receive, and make life possible," Mr Ahmed said.

Giving Life airs at 1pm on Saturdays and will also be available on lifeblood.com.au and 9NOW. To book an appointment call 13 14 95.

Receive our free newsletters delivered to your inbox, as well as breaking news alerts. Sign up below ...