Fonterra’s new light-proof Anchor milk bottle is designed to deliver Kiwis the best tasting milk. Unfortunately, people don’t embrace change kindly. Sure, routine has changed for some consumers: they now can’t see how much milk is left in the bottle, but they are getting tastier and fresher milk than before.
The recent negative focus on the new milk bottles in the mainstream media is unfair. To label the new bottles a flop, after only eight weeks, is over the top.
Milk a rich source of calcium, also contains protein and essential nutrients integral to health. Says the co-op, “As leaders in dairy nutrition Fonterra and its farmers have a role in providing the best milk possible.”
Science has proved protecting milk from light maintains its fresh taste and protects key nutrients against being degraded by light – such as vitamins A and B2.
The greatest nutrition benefit of light-proof may be that people drink more of it because it retains its flavour on the shelf, so enhancing the nutritional intake of New Zealanders of all ages.
A lot of consumers habitually ‘sniff test’ their milk before pouring glass, coffee cup or cereal bowl. Research shows 7% of fresh milk is thrown out because it smells ‘off’. But the smell is typically the result of light damage, even a small amount of which can trigger milk’s decay.
Tetra cartons and white opaque bottles admit 7-25% of light, enough to kick off the process of light damage, and flavour change, within two days, ensuring a ‘fail’ during the sniff test.
Fonterra’s new light-proof milk bottle is a great innovation. What critics fail to notice is Kiwis’ acceptance of Anchor milk in the new bottle: they’re voting yes with their wallets and their palates.
Sales are up 8% year-on-year and 10% on the immediate pre-launch period, noteworthy growth given the slide in milk consumption for some years.
And, side-by-side in-store comparisons by Fonterra with 40,000 people show at least 80% prefer the taste of Anchor.
It takes time to get used to change; this change is good for consumers.
