Fonterra said that Anchor’s innovation team identified that light ages milk, breaking down its fresh taste and natural goodness. Milk is protected from light from farm to factory, but once it hits the bottle, exposure to light is inevitable. Light damage is a process that can’t be reversed and once started, does not stop impacting its taste.
Anchor says that it has pioneered a way to protect fresh milk from light damage from grass to glass.
“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,” said Peter McClure, managing director Fonterra Brands New Zealand. “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% light proof 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.”
Craig Irwin, Group Marketing Manager Fonterra Brands New Zealand explains that Anchor has 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% 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% to 25% 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””.
“We have also observed that milk consumption is declining,” he continued. “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.”
Anchor research is sad to show that seven out of ten people prefer the taste of light proof milk, even though the milk going into the bottle hasn’t changed.
Of particular relevance to New Zealanders, who are typically ‘flat white; drinkers, is that blind taste tests are said to reveal that seven out of ten baristas and seven out of ten consumers prefer the taste of light proof milk in coffee. In addition, the performance of milk from a light proof bottle is claimed to outdo standard milk for frothing. This is not only according to baristas who tested the frothing performance, but is allegedly confirmed by science. It turns out that light damaged milk contains free-fatty acids that interfere with frothing.
The new Anchor triple-layer, light proof bottle is said to be light weight, and easily recyclable. It will be available from 8 April.
