Everybody wants a bottle. The first aseptic carton bottle in the world is now launched by Tetra Pak. First out is a 1 litre Tetra Evero Aseptic used for milk in Spain. The idea is to add value by making a milk packaging that is easier to handle and pour from.
Now this was the last one out and it concludes the line-up of available materials to choose from when you want to pack your product in a bottle. Since long you can choose from a glass bottle and a plastic bottle. A few years you could also add to the list a can shaped as a bottle and now also a carton based one. Still to come, a flexible bottle?
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.