New research from Tetra Pak claims that UK consumers do not fully understand the benefits of long-life milk and the role it can play in combating the problem of food waste.
The packaging giant quizzed 2000 British adults on their opinions about UHT and fresh milk, with Tetra Pak finding that 'almost half of Brits don't fully understand what long life milk is and are oblivious to many of the benefits it offers'.
According to Tetra Pak, it seems that a 'lack of understanding of what long-life milk is made of and its nutritional benefits are at the heart of our confusion', with with nearly half of all respondents (48%) incorrectly believing that it isn't as healthy chilled milk and nearly two-fifths (37%) inaccurately believing it has preservatives added to it to make it last longer.
Most surprisingly, one in ten (12%) consumers wrongly believe that long-life isn’t real milk.
Tetra Pak's survey also found that 64% of consumers have never used or only rarely use long-life milk, with 79% of respondents unaware that the product can be stored, without the need for refrigeration, for over 6 months.
Commenting on the findings of the research, Andrew Smith, marketing manager at Tetra Pak UK & Ireland, said, “Long life milk has some clear benefits that we know people would find useful."
He added, "For example, nearly half (46%) of those we spoke to in our research said they would be more likely to buy it once they realised it can help them save money and cut food waste. That’s why we want to debunk some of the myths and misunderstandings that might be stopping people taking advantage of it.”
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney
