Is less more in special times?
by Reiner Graul
Lebensmittel Praxis
In 1930, milk was filled into beverage cartons for the first time – today our households would be unthinkable without this packaging format. The tiresome tearing or cutting open has long been a thing of the past. We quickly got used to the practical screw caps, which provide more hygiene, cleanliness and a longer shelf life. Nothing spills or drips any more – long may it stay that way! Or perhaps not?
Schwarzwaldmilch and Kaufland have deliberately taken a step back with a promotional milk pack: „Goodbye, screw cap“ – and „hello, reduced design!“. Under the name „Deine Milch“, a product that would actually be destined to become more expensive in the face of price rises and inflation is sold at stable prices – and with a positive effect in terms of sustainability. But is that effect big enough to keep sell-out high in the long run, against competitors who continue to rely on the tried-and-tested packaging solution?
B&G managing director Reiner Graul is sceptical. But read for yourself …