Dairy Crest redesigns milk carton to save costs

Dairy Crest is rolling out a new milk bottle design in a bid to save £20m in the face of rising production costs.


The major milk brand is rolling out the tweaked bottle, which it says uses 15 per cent less plastic and is more stable and user-friendly, following a recent consumer trial.

The brand says it developed the bottle in partnership with a “major retailer”, which it declined to name. Dairy Crest previously developed a plastic bag milk container that is sold across all Sainsbury’s stores and some Tesco stores with a specially designed reusable jug, which it called “Jugit”.

The company says the new design’s crucial features are rounded corners and a repositioned handle. The reduced corners mean less plastic and lighter bottles, while the handle move higher up the bottle makes it easier to handle, says Dairy Crest.

The move to cut costs follows retailers alleged refusal to increase milk prices despite the rising costs of production. Tesco was recently fined £10m by the Office of Fair Trading in for colluding with fellow retailers and suppliers including Dairy Crest in 2002 to fix prices of milk and cheese – a charge the supermarket denies.

Over 1.2m Dairy Crest home delivery customers will start receiving the bottle over coming months, alongside a rollout to the brand’s retail customers.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here