# Anti-Waste Dairy Branding Co-op Milk Branding Tells Patrons to Freeze the Product and Not Waste By Michael Hemsworth | Published 2022-07-12 | Eco Source: Trend Hunter, https://www.trendhunter.com/trends/coop-milk-branding References: [talkingretail](https://www.talkingretail.com/news/industry-news/co-op-aims-to-reduce-milk-waste-with-freeze-me-message-11-07-2022/) & [coop](https://www.coop.co.uk/)  A vast amount of milk goes to waste every year, which is something the [Co-op](https://www.trendhunter.com/trends/yogurt-useby-dates) milk branding is combating against with new encouragements and suggestions. The UK-based retailer's milk now encourages shoppers to freeze the milk in a clean container and use it within 24-hours after being defrosted in the fridge. This takes a more direct approach to [product waste](https://www.trendhunter.com/trends/expiremate) and is complemented by additional information on how to recycle the packaging. Environment and Sustainability Manager at Co-op Catherine Dishington spoke on the new Co-op milk branding saying, "Freezing food is one of the easiest ways to make the most out of your weekly shop and prevent food wastage but not everyone knows that it’s perfectly safe to freeze milk. We hope that by having this message on pack it will not only save customers some money, it should also help them to throw away less.” ## Trend Insights (Trend Hunter) - Score: 4.4/10 - Popularity: 71% | Activity: 48% | Freshness: 12% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Eco](https://www.trendhunter.com/eco) ## Key Themes ### What Makes This Trend Stand Out - **Anti-waste Branding:** Brands combat product wastage with direct messaging and suggestions to consumers. - **Sustainability in Food Packaging:** Packaging designs incorporate messaging on reducing waste and proper recycling. - **Consumer Education on Food Preservation:** Brands educate consumers on the benefits of preserving food to reduce waste. ### Sectors Adopting This - **Food and Beverage:** Companies can focus on sustainability and anti-waste messaging to appeal to environmentally-conscious consumers. - **Packaging:** There is an opportunity to design packaging with educational and motivational messaging to encourage consumers to reduce waste. - **Education and Tech:** Tech companies can create educational tools and apps to help consumers learn how to preserve food and reduce waste. ## Related on Trend Hunter - [Dairy Product Labeling Updates](https://www.trendhunter.com/trends/yogurt-useby-dates.md) - [Expiration Date Elimination Initiatives](https://www.trendhunter.com/trends/morrisons.md) - [Rewarding Milk Packaging](https://www.trendhunter.com/trends/milk-bottle-recycling.md) - [Walk-In Freezer Concept Stores](https://www.trendhunter.com/trends/sainsfreeze.md) - [Online Anti-Food Waste Tools](https://www.trendhunter.com/trends/fresh-take-on-food-waste.md) - [Flatpack Sheet-Style Oat Milks](https://www.trendhunter.com/trends/flat-pack-oat-milk.md) - [Convenient Frozen Yogurt Tubes](https://www.trendhunter.com/trends/frubes-freeze-em-pack.md) - [Oat Drink Powders](https://www.trendhunter.com/trends/overherd.md) - [Pro-Dairy Campaigns](https://www.trendhunter.com/trends/dont-cancel-the-cow.md)