Sales of Milk Bags Rocket as Sainsbury’s Customers Go Green

The bags have been introduced as part of Sainsbury's drive to reduce packaging by a third by 2015. Switching to bags could save up to 1,400,000 kg of packaging every year.

16 Apr 2010 --- Sainsbury's has seen sales of its industry-leading milk bag sky-rocket as customers see the benefits of the innovative product.

Sales of the bags, which use 75 per cent less packaging than standard plastic bottles, have climbed to around 110,000 per week. Milk bags now account for one in every ten 2 pint semi-skimmed sold, twice as many as the supermarket originally predicted.

The bags have been introduced as part of Sainsbury's drive to reduce packaging by a third by 2015. Switching to bags could save up to 1,400,000 kg of packaging every year.

Emma Metcalf-King, Sainsbury's senior dairy buyer, said: "Sales have far exceeded our expectations."

"Before launch, we gave free jugs to our store colleagues to make sure they understood how to use them. As a result, our colleagues have proven to be the best ambassadors for the product, as they are able to explain it to customers using their own personal experience."

"This, coupled with the fact that our customers want to do the right thing for the environment, have driven sales way ahead of our expectations."

The bag was introduced by Sainsbury's in 2008, but was rolled out nationally in February this year. It is available in semi-skimmed 2pt packs. The success of the bag is such that the company is now looking at the possibility of rolling it out further across its milk ranges.

In order to build on the success of the milk bag, the supermarket is planning to give away 400,000 jugs next month in an effort to raise awareness of the product and to encourage more customers to give it a try.

"Milk sold in bags is already a regular choice for 60 per cent of consumers in Canada, Poland, South Africa and China and we believe it could become just as popular in the UK. As soon as people try it, they realise how easy it is to use."

The bags are made from very strong low density (polyethylene) and have undergone extensive testing to ensure their durability. The milk bag fits within the reusable jug - JUGITTM - which contains a spike that pierces the bag, forms a no-leak seal, and delivers milk through the spout.

Compared to an equivalent two pint plastic bottle, milk in a bag costs six pence less because it uses 75 per cent less packaging and is cheaper to produce. The cost of a 2 pint milk bag is 80p while a 2 pint milk carton costs 86p.

Sainsbury's five Corporate Responsibility values are: "Best for Food & Health", "Sourcing with Integrity", "Respect for Our Environment", "Making a Positive Difference to Our Community" and "A Great Place to Work". "Respect for Our Environment" focuses on a number of key workstream areas: Energy, Water, Waste, Transport, Product sustainability, Supplier Resources, Customer Recycling, Green Products & Services and Community Hubs.