No milk today?

In February this year Sainsbury’s launched a new packaging for milk, a plastic pouch. Already in April it was said that early sales of the bags, which use 75% less packaging than standard plastic bottles, had been double initial predictions.

Today Sainsbury’s is to become the first retailer in the UK to launch a full range of milk product s in plastic pouches. Sainsbury’s will now extend its use of milk bags to include not only semi-skimmed but also standard milk, skimmed and 1% fat milk.

Isn’t this a contradiction, aren’t we going backwards now? Are consumers not willing to pay for convenient packaging solutions any more?

I think that the combination of money saved and the environmental arguments will make enough consumers willing to shift to this and leave the milkman floating. It is going to be 7% cheaper for the consumer per 2 pint package and use 75% less packaging material. Consumer tend to react to “reduction of packaging”.

Apparently milk in bags is already a regular choice for 60% of consumers in such a wide spread of markets as Canada, Poland, South Africa and China.

Author: packintel

I provide marketing and strategy consulting plus market intelligence. Significant and international experience from consumer packaging and the food & beverage industry. For more information please visit

One thought on “No milk today?”

  1. Cool post as for me. I’d like to read more about this matter. The only thing your blog needs is a few pics of any devices.

    Alex Watcerson
    cell jammer

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