Marketing & Biz

Expiration Date Elimination Initiatives : Morrisons

UK-based supermarket brand Morrisons has announced that it will be eliminating its use-by dates across 90% of its milk products in a bid to encourage customers to instead rely on their sense of smell to know whether or not it’s fit for consumption.

The initiative comes as part of the brand’s push to help curb the millions of pints of milk that are discarded every year in the UK because they are past their use-by date. The initiative also comes on the heels of its previous move to eliminate use-by dates on many of the brand’s in-house yogurt and hard cheese products in 2020.

Senior Milk Buyer at Morrisons Ian Goode spoke further on the new initiative saying, “Wasted milk means wasted effort by our farmers and unnecessary carbon being released into the atmosphere. Good quality well-kept milk has a good few days life after normal ‘use by’ dates – and we think it should be consumed not tipped down the sink. So we’re taking a bold step today and asking customers to decide whether their milk is still good to drink. Generations before us have always used the sniff test – and I believe we can too.” – Business Trends

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