Product RE:view - Sainsbury's Milk Pouch

Disclosure: This little effort is going to compete pretty much with my RE:tie idea. Not directly, but with the caps used on many milk bottles. So it is hard to be totally objective in seeking its success. Looking on the bright side, it may make the cap & bottle guys find some merit in a device that not only promotes reuse, but gives their products an edge, too. Just sayin'

Update - a few very interesting comments has made it worth reposting since the 24/05/10 first publication.




Background

As part of a greening initiative, supermarket Sainsbury's have put on a push to promote the use of these milk pouches in the JUGit

They have seen some success. Interestingly another retailer, Waitrose, has not. An odd difference in light of their demographics, which I would have pegged as pretty similar.

Use

Buying is no problem, though there is a trust factor in carrying it in your basket and or bag home. They claim it can be dropped and not burst, but I was more concerned with being pierced. As were a few others. Hence, ironically, all of us asked for a plastic bag to put it in in case it leaked onto our eco-reuse bags.

Oh, and you'd better like semi-skimmed, at least for now. At least it is..'green'

Once home, set up was a breeze. Simple, neat design.

However, it is not so neat in terms of fridge footprint. Where the bottles stand high and fit neatly. the jug sucks up space.

Eco

It's about waste, right?

Well, I am biased. I don't throw milk jugs away. I reuse them. And if they do end up in the bin, in this neighbourhood they get recycled. But I do concede that, where this does not happen, a bag is a lot less plastic than a bottle.

Thing is there are also the contents. Now here I can put hand on heart and say I am not convinced. With my lovely 13-year old assistant to set up as I shot the pix, the initial spout pierce sent a gollup up into the pouring ring. This was impossible to rescue easily and ended up missing the cup. The rest of the bag drained fine, but there was some left over due to the spout pierce design. Now, you can get at this, but it is fiddly. With a bottle you get it all... easily.

Also not too impressed by the different but near identical instruction sheets supplied; one from maker and one from retailer. I'd say a single combo might have been more 'on message'.

So... not too convinced, TBH, on almost all counts bar the raw materials one.

So it will be interesting to see how it gets received elsewhere.

At least I now have a nice new jug. That is pretty much useless for any other function.

ADDENDUM

Seduced by the offer (frankly, I think they might need to offer more savings for longer, as the deal is not too great), I have just made a complete horlicks of the next one, thanks to not having my spex on.

I put the bag in upside down. Not sure this made much difference to the now familiar fountain that went everywhere on piercing, but it certainly doesn't work on the pouring. Most ended up in the jug and coming out the edge rather than the spout. Now all, ironically, decanted into a more traditional milk bottle I had handy (well, about 1,000 odd)

Addendum 2 - Tescos trying too now, ironically, the day I get a very sensible comment from a reader. Why have the jug, at least in this form, at all?

Addendum 3 - Have revisited the trade mag piece above, and only now via comments got reminded of ASDA Green Bottle, or Greenbottle (Google, amusingly, tries to correct one to the other, though it seems wrong). Couple of issues here. First up, I'd forgotten all about it. Now, we shop at ASDA rarely (though pop in, like we do with the protagonists Sainsbury's, Waitrose and Tescos already cited), and I don't recall ever seeing it. So, as with all things, how these options are presented are crucial in the whole consumer acceptance mix.

For all the preference expressed for these by the posters, I'd have to say that my feelings on this option are equally mixed. Seems like a more familiar, possibly convenient design, but there are a new set of eco-compromises. In this case, it's less a matter of reduction but almost purely recyclability. And that, again, depends on the facilities provided from retailer to local authority. You pays yer money and take yer chances... even with what's best for the planet.

Addendum 4 - The product manager for JUGIT has taken the trouble to write, and is well worth checking out for his views.

Put a lid on it. Or... not?

Credit where due...

What should we do about plastic milk bottle tops?

A good post from a useful site on a worthy topic, and the journey to get there. I have replied as there may be a decent dialogue to follow on some issues raised.

Ah, conflicting 'advice' from the authorities. Where we would be without various box-tickers contradicting each other, he asks, rhetorically.

John's final para is bang on, though I fear a vain hope.

I have long since given up trying to get my head around the logic of the stated instructions. The request to collapse surely makes sense to improve the weight:volume ratio lugged by a dirty great truck, but squashing these devils is easier said than done. And having done so, as a matter of physics, without screwing the cap back on I rather suspect they may spring back out.

Thank you for the link to GHS. I have some concerns about logistics, enviROI+ wise, but it's great that there are folk thinking around this. The solution is perhaps in that 500kgs payment threshold.

Now, what if local communities could be coordinated (as you suggest, but on a bigger scale) to drop-off sufficient quantities of any recylate material or reusable item such that it was worth the while of a business to come and get it... and pay. It's possible paying individuals may be a problem, but injecting benefits into the community is still a powerful motivator... and reward.

I have given up on government and LAs, and businesses can be a a tad short-term bottom line (especially at the moment), but am working on it using the postcode location facilities of such as my site, Junkk.com

Thanks also for the associated ideas on reuses. Readers may wish to share any they have on Junkk.com too.

Interestingly, I am still in the thick of promoting my RE:tie re:evolution second use design of the little tamper-evident strap that links the cap to the neck piece (which can be retained on bottle with some closure designs, though not milks) of usually higher end organic milks.

In today's climate, it still amazes me that many high-ups in departments theoretically devoted to reducing unnecessary waste still cannot get their heads round how people might very easily be directed to keep things, reuse things or at least donate in a useful, segregated manner... if well directed, helped and encouraged or, better yet... rewarded.

The time has yet to come. But it will.

Nice jugs... or a big boob?

When I was an avid ad-man I was involved (at the very end) of many a new product launch.

By my point all was sorted, save the bit that told the consumer what the thing was, how it worked and why they could not now live without it.

All this was in the creative brief, which had the key points, but also usually came supported by telephone directories of other guff such as customer research and consumer trial data.

You don't make a massive investment in a brand new product, requiring all sorts of new kit, and then advertise it, requiring all sorts of munny, without first making sure it works.

Or... possibly... not.

Wal-Mart’s New Milk Jug Cuts Costs, Customers Cry Over Spilt Milk

Interesting to see how this new 'eco-inovation' is shaping up.

New ‘Green’ Milk Jugs Not Cutting it with Consumers