Chances are, there's a gallon of milk in your fridge. And if you do, it's probably the same plastic jug you've known and loved for decades. But an unusual new design may be coming to replace it, (theoretically) contributing to a greener world in the process.
Wal-Mart has introduced a new milk jug in some Sam's Club stores. It's taller, squarer and can be stacked without the aid of milk crates, which means it's easier and cheaper to ship, reducing the time from udder to your cereal and reducing the fuel required to transport them. This also results in lower prices — Wal-Mart shaves 20 cents off a gallon of milk with the new jugs, a big deal in the current economy. They're also fully recyclable.
The downside is that they're difficult to pour; they lack a proper spout, so there's more risk of spillage. Sam's has taken to holding pouring demonstrations in stores where the new jugs are sold to help shoppers get used to the new method. And, of course, they're new and different — that alone has turned off some customers.
How well will people take to a jug that looks suspiciously like a bottle of laundry detergent? Time will tell, but Wal-Mart is betting the cost savings will make up for the unfamiliarity. In the meantime, shoppers in England are getting used to an even more radical repackaging.
[Image: David Maxwell for The New York Times]
Rethinking the Milk Jug



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