Fonterra Brands New Zealand has announced its flagship Anchor brand milk is to be packed in new triple-layer high density polyethylene (HDPE) plastic bottles it describes as a “game-changer” for the dairy market.
The company has announced the new “100% LightProof” bottles, which go on sale from 8 April, will provide unprecedented light protection compared to other plastic bottles for its top selling milk brand in the New Zealand market.
“This innovation is designed to deliver Kiwis the best tasting milk in the world by locking in the taste and goodness nature intended,” Fonterra Brands New Zealand managing director, Peter McClure, said.
The bottles are made of three layers of plastic – a white interior and exterior, sandwiching a black sheet of plastic in between.
McClure said the bottle was designed to address light damage to milk, affecting its shelf life, caused from packing it in conventional transparent or opaque bottles.
The company said its innovation team had identified that light ages milk, breaking down its fresh taste and natural goodness. While milk is protected from light from farm to factory, once it hits the bottle, exposure to light is inevitable in conventional plastic or glass bottles.
“Light damage is a process that can’t be reversed and once started, does not stop impacting its taste. It has already begun before your milk makes it home to the sanctuary of a dark fridge – until now,” McClure said.
“This innovation is great news for consumers who will now enjoy better tasting milk and cream, and it is a game-changer for the fresh milk market. Anchor has developed a way to actually protect the taste and goodness of fresh milk, which the average New Zealander consumes at a rate of about 1.8 litres per week.
“Our triple-layer, 100% LightProof bottle is the most significant innovation project we have undertaken at Anchor.
“We have developed sophisticated new technology backed by extensive research to apply the concept of light-proof packaging to fresh milk and cream for the first time in New Zealand, and as far as our innovation team can determine, in the world.
“Our bottles now do a better job of protecting what’s inside, and delivering milk and cream that tastes the way it was intended to before it has been impacted by light.”
The group marketing manager for Fonterra Brands New Zealand, Craig Irwin, explained that the company had been exploring new ways to ensure Kiwis get the best tasting milk for the past three years.
“In order to judge freshness, a lot of consumers habitually 'sniff test' their milk before it goes into the glass, coffee cup or cereal bowl,” he said.
“Research shows that around 7 per cent of all fresh milk is thrown out because people think it smells off.
“But what people are smelling is typically the result of light damage. The key insight around light damage is that even a small amount of light is enough to start the process.
“Packaging options such as fresh milk tetra cartons and white opaque bottles allow between 7 per cent to 25 per cent of light through. This is enough to kick off the process of light damage, generating noticeable changes in taste within two days, and ultimately generating a failed 'sniff test'.”
He said the company hoped the innovation would also help reverse a declining trend in milk consumption.
“We have also observed that milk consumption is declining. This innovation is about reversing that trend and giving people more enjoyment from their milk, and, for many, a reason to reconsider drinking fresh white milk altogether,” Irwin said
The company said its pre-release market research showed that seven out of ten people preferred the taste of light proof milk, even though the milk going into the bottle hadn’t changed.
Fonterra Brands New Zealand's new "100% LightProof" bottles for its Anchor brand milk use three layers of HDPE plastic to block milk spoilage caused by exposure to light.
