Arla Foods is removing use by dates on all branded fresh milk in place of best before dates in a bid to cut consumer confusion and reduce food waste.
The move follows the company’s poll of 2,000 adults which found confusion over the difference between best before and use by dates.
The study revealed that whilst 77% of respondents check food and drink packaging before they purchase, only 15% are confident they can decipher everything on the label.
This includes best before and use by dates with 34% of Brits unsure of the difference, and 11% believing them to be the same thing.
This confusion means 34% end up binning food if past its best before date, while another 38% do the same once the product has passed its use by date.
Now, Arla Foods claims to be the first dairy company to remove use by dates on all branded fresh milk in favour of best before dates only.
To ensure this change helps consumers work out when their milk is still good to be used, the company is calling on the nation to go online and vote for the label they want to see on milk bottles.
“Our research shows that consumers are clearly confused about labelling on their food products, particularly when it comes to use by and best before dates,” said Fran Ball, Director of Quality, Environment and Safety at Arla Foods UK.
“As a nation, we waste around 490 million pints of milk every year. By making some changes to the labels on our fresh milk and yogurts, we want to make people’s lives a little easier and help to cut food waste in the home.
“To make sure everyone can easily understand our packaging, we’re asking them to tell us which label they want to see on our bottles.
“Because we are owned by farmers, we know how much hard work goes into producing milk to Arla’s high quality standards.
“If changing the label gives people the confidence that their milk might still be ok for a few further days after the date on the bottle, we’ll all play a part in reducing food waste.”
