Waitrose phases out eco milk packaging

The supermarket retailer launched its re-usable milk jug and 'eco paks’ three years ago. At the time of the launch it described the new packaging, which could be bought under the Calon Wen organic milk range and Waitrose own label, as "pioneering". The packaging used 75 per cent less plastic than an equivalent polybottle and the supermarket estimated that 100,000 tonnes of plastic could have been saved every year if it had replaced polybottles entirely.

It was aimed at Waitrose’s "environmentally-conscious shoppers" trying to reduce their rubbish. However, it appears the product did not have the desired appeal among customers and the company confirmed today that the product has been withdrawn.

"We have taken the decision to stop selling milk in jugs and pouches as poor demand has led to high levels of milk being wasted," a spokesperson for the supermarket told GreenWise. "It was a very hard decision to take but we believe it's totally unacceptable for food to be wasted in this way."

The spokesperson said Waitrose would continue to work to minimise packaging in other ways. "For example, we have increased the recycled content in our standard plastic milk bottles, which will mean that hundreds of tonnes of plastic are re-used every year," she said.

The milk jug and eco paks were first launched in summer 2007, first in selected stores and then across all Waitrose branches. They were phased out two months ago.

Calon Wen is a co-operative of family-run organic dairy farms in Wales.