Waitrose: supermarket to scrap red, blue and green milk tops

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Waitrose is ditching colour-coded milk bottle caps in favor of easily recyclable clear ones

Waitrose is scrapping red, blue and green milk bottle caps in favor of clear ones that are easy to recycle.

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A UK first, the move comes after a successful pilot with shoppers unfazed by the loss of colored plastic caps on whole, semi-skimmed and skimmed milk.

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The new caps, which make the plastic bottles 100% recyclable, will appear across the entire Essential Milk range, which accounts for 44% of milk sales.

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The remainder of the supermarket’s own-label milk bottles will be launched in all 331 stores next year, the Mirror reports.

Why is Waitrose making this change?

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According to Waitrose, more colored labels would help shoppers tell the different varieties apart at a glance.

The new recyclable bottles are made in collaboration with dairy giant Müller.

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They found that half of shoppers look at the color of the cap when buying their milk, with the rest looking at the label or heading to the refrigerated section.

what would be said

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Lisa Oaten, Milk Buyer at Waitrose added: “Milk is one of our best selling products so making this packaging improvement an everyday staple across all our stores is fantastic.

“Customer feedback during the trial has been overwhelmingly positive, and this nationwide rollout will help us meet our goal of making more of the plastics we use circular and reusing them over and over again.”

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Liam McNamara, Commercial Director of Muller Milk & Ingredients 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 the partner of choice for our customers, we recognize the commitment they are making in this area and after a successful trial period this is another step we can offer.

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“As the first dairy company in the UK to trial clear caps for fresh milk, we work hard to innovate and lead on issues that are important not only to customers but also to consumers.”

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