FILLING, WEIGHING & BAGGING: DAIRY CREST
knew from research that our consumers wanted to reduce the amount of waste created every day but were looking for easy ways to help them achieve this. Although there was a desire for less packaging, consumers of milk like the functionality of bottles and we had to come up with a solution which they trusted on taste, as well as being easy to use. Milk in bags has been used in
other countries but not in the same form as JUGIT™
unique jug and bag system developed by Dairy Crest.
Q
What were the initial stages in designing the
concept? The initial idea was researched and a prototype developed which was tested thoroughly with consumers. The JUGIT™ milk bag system was first launched in 2008, and we then used the knowledge gained from our retail customers and consumers to develop an improved version in 2010.
Q
What problems were come across in these
initial stages and how were these solved? Apart from usual manufacturing challenges such as type of plastic and strength of hinges, the most intriguing problem to solve was how the product would actually be used by consumers. As a new product with no user history in the UK, the only thorough way of discovering how the system would be used was to ask consumers once they had it in the home. We created an easy-to-use consumer website which allowed people to contact us with user- experiences and suggestions. This helped us to capture, develop and correct any issues. As a result we have stream- lined the design of the jug.
Q
What film is used in these bags? What
properties were key? How long did it take to find the correct one? We use a 80micron LDPE film. This is used in milk bags around the world so was not hard to find. However, we have strengthened it in the last couple of years. In terms of properties, the bag has to be strong and durable for distribution purposes, but easy to puncture in the jug.
PackagingGazette.co.uk | Packaging Gazette | 41 which is a Q
How did the packaging industry react to the
concept of milk in bags? Has the viewpoint changed over time or has it stayed the same? We obviously cannot comment on the opinion of the industry in general but the success of JUGIT™ is testament to how popular it is with retailers and consumers. The industry has accepted and embraced the concept of waste and reduction and other products such as wine, coffee and shower gels being offered in bags suggests an overall consensus accepting that flexible packaging is now playing a greater role in the packaging mix. When we first trialled the milk bag system
JUGIT™
environmental challenges and consumer demand were less robust. However our commitment to waste reduction through agencies such as WRAP shaped our view of the future and we realised that the milk bag system achieved great results in reducing packaging waste.
Q
What made Dairy Crest decide to implement
the milk bag packaging? We identified there was real consumer concern over packaging waste so we sought to develop a solution to make milk bags easy to use. We used a tried-
“We identified there was real consumer concern over packaging waste so we sought to develop a solution to make milk bags easy to use, so we used a tried-and- tested technology which has produced milk bags in other countries”
and-tested technology which has produced milk bags in other countries. Due to usage in China and India, the milk bag is now the world’s number one packaging format for milk and there is evidence that its popularity is growing in Europe.
Q
How was the bags’ design chosen? What
target market were you aiming for and how has this been achieved? The bag is a simple "pillow pouch", so it is easy to produce and uses the least amount of packaging. The target market was two pint polybottle users, though we have also attracted consumers who use other sizes.
Q
How have consumers reacted to the bag? Do
you think there is still more scope for other brands to use the bags? Such as supermarkets with their own ranges?
This interesting-looking cow- based sculpture was Dairy Crest’s way of showing the amount of packaging saved with milk bags (left) compared to plastic milk bottles (right)
The JUGIT™ system has
achieved significant success for an innovation and we currently offer it as our own Country Life brand sold through our online doorstep delivery service, milk&more. It is also available in Sainsbury’s as part of their own range. Our current challenge is to improve the presentation of milk bags in supermarkets.
Q Q
Are there other sectors where the bag could be
used? Yes. There is evidence that similar systems are being adopted in other categories.
Was there ever a time when the company felt
like abandoning the idea? Or was it something that would always be a labour of love? The JUGIT™
team was
committed totally to making the product viable and had the full support of the company.
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