Waitrose is ditching red, blue and green milk bottle caps in favor of easy-to-recycle clear caps.
In a UK first, the move comes after a successful pilot program with shoppers who were unfazed by the loss of colored plastic caps on whole, semi-skimmed and skimmed milk.
The new caps, which make plastic bottles 100% recyclable, will appear across the “Essential Milk” range, which accounts for 44% of milk sales.
The rest of the supermarket’s own-brand milk bottles will pass through all 331 stores next year, reports the Mirror.
Why is Waitrose making this change?
Waitrose said more colorful labels would help shoppers easily distinguish between different varieties at a glance.
The new recyclable bottles are produced in partnership with dairy giant Muller.
They found that half of shoppers look for the color of the cap to buy their milk, and the rest check the label or head to the refrigerated cabinet.
What was said?
Lisa Oaten, Milk Buyer at Waitrose, added: “Milk is one of our bestselling products, so to be able to make this packaging improvement an everyday essential across all of our stores is fantastic.
“Customer feedback during the trial has been overwhelmingly positive and this nationwide rollout will help us achieve our goal of making more of the plastic we use circular and fit to be reused over and over again.”
Muller Milk & Ingredients Commercial Director Liam McNamara said: “Everyone is thinking more about what they are buying, the nutritional benefits, the value it represents and the packaging used.
“We want to be our customers’ partner of choice, we recognize the commitments they make in this area, and after a successful trial period, this is another step we can deliver.
“As the first dairy company in the UK to trial transparent caps on fresh milk, we are working hard to innovate and lead in areas that are not only important to customers, but also to consumers.”
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This notice was published: 2022-06-07 12:18:07