Co-op launches a ‘Freeze Me’ label to cut milk waste

By: Gáspár Kinga Date: 2022. 07. 11. 19:00

Co-op is introducing a ‘freeze me’ label to its own-brand milk products in a bid to cut down on 70,000 tonnes of waste a year.

66% of UK adults do not freeze milk at home and a further 31% did not know you could freeze it at all

The new on-pack message from the supermarket will read: “Don’t waste me, freeze me, in a suitable, clean container, then defrost in the fridge, use within 24 hours.”

More than £150 million worth of milk is wasted each year, with milk unused by households making up 90% of this, according to waste reduction organisation Wrap.

According to a recent survey for Co-op, 66% of UK adults do not freeze milk at home and a further 31% did not know you could freeze it at all. Of these, 34% say that they will start to freeze it in the future.

The new messaging will appear across all Co-op own brand milk products from September 2022.

Grocery Gazette