Supermarket giant Morrisons has repulsed shoppers with an announcement about its milk.
From the end of January, the retailer will instead place “best before” dates on 90% of its own-brand milk and will encourage customers to use a sniff test to check quality.
It believes the move will stop millions of pints of its own-brand milk from being thrown away every year. Recycling charity Wrap says Morrisons is the first supermarket to announce the move.
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Ian Goode, senior milk buyer at Morrisons, said: “Wasted milk means wasted effort by our farmers and unnecessary carbon being released into the atmosphere.
“Good quality well-kept milk has a good few days life after normal ‘use by’ dates – and we think it should be consumed, not tipped down the sink.
“So, we’re taking a bold step today and asking customers to decide whether their milk is still good to drink.
“Generations before us have always used the sniff test – and I believe we can too.”
A sour aroma or curdled consistency is a sign the milk has been spoiled, says PA.
A spokeswoman for the Food Standards Agency said the “best before” label is fine with milk, as opposed to some other foods, and the sniff test should be based on common sense.
Milk is the third most wasted food and drink product in the UK, after potatoes and bread, with around 490 million pints wasted every year, according to Wrap.
It also estimates 85 million pints of milk waste may be due to customers following “use by” labels despite research showing it can be used days after the date.
Marcus Gover, of Wrap, said: “I am delighted that Morrisons is the first UK supermarket to take this important step to help reduce household food waste – it shows real leadership and we look forward to more retailers reviewing date labels on their products and taking action.”
When the Mirror shared the story on Facebook, the news received a sour response from shoppers.
Jade L Richardson wrote: "I can just picture all the customers at Morrisons all opening the seals and sniffing the milk in store…as they are taking it literally as a thing for purchase.
"They are referring to using your own judgment as to whether the milk is off or not when it is in your fridge. I open egg boxes to make sure none are cracked but that is the limit. I will not be buying milk from Morrisons if this is how people are taking this news as they will be contaminating it with Covid and making it not last as long by breaking the seal."
Jane Dowse Honeywood said: "They got this one wrong. most people I know don't Chuck their milk down the sink on use by day, they use it for a day or two until it tastes a bid odd. I won't buy a single pint of milk from them ever again. All they seem to be achieving is trying to sell milk with a very short shelf life. after all, who is going to bother going back to the store with an off quart of milk. Win win for Morrison's until we all stop buying from them."
Wendy Langhorne pointed out: "So I could buy milk today and tomorrow its off. That's a double waste my money and the milk. Won't be buying their milk."
Robert Bland said: "Well, definitely won't be buying my milk at Morrisons!"
Dave Buckley commented: "I won't be getting milk form there then."
However, not everyone was averse to going back to the 'old fashioned' way.
Jan Atkinson said: "It's what we used to do, sniff it, quick taste if you're not sure, it's fine."
Katrina Butler said: "Just think years ago nothing had sell by dates on bring back the milkman."
