Morrisons Ditches ‘Use By’ Dates on Milk to Slash Waste
Morrisons is shaking up the milk aisle. From later this month, 90% of its own-brand milk will carry a ‘best before’ label instead of the usual ‘use by’ date. Shoppers are encouraged to trust their noses and give milk a sniff before pouring.
Bold Move to Cut Milk Waste by Millions of Pints
Ian Goode, Morrisons’ senior milk buyer, called it a “bold step” to tackle milk waste. Milk ranks as the UK’s third most wasted food and drink, with a staggering 490 million pints thrown away annually—only potatoes and bread waste more, says recycling charity Wrap.
Wrap estimates that 85 million pints of milk end up wasted because shoppers toss it after the ‘use by’ date, even though milk is often safe days beyond that. Morrisons reckons this new labelling could save seven million pints of its own-brand milk each year from the bin.
‘Best Before’ Means Taste, Not Safety
Here’s the difference: ‘Use by’ dates tell us when food must be eaten to stay safe. ‘Best before’ dates guide us on when food is at peak quality – taste, texture, and freshness.
Morrisons says their research shows milk doesn’t need strict ‘use by’ labelling, as it’s not highly perishable in the usual sense. The dates will stay the same, but shoppers are being asked to rely on their senses more.
Food Safety Experts Urge Caution with Sniff Tests
The Food Standards Agency (FSA) confirms milk can have either type of date depending on processing, but stresses labels must be clear and backed by solid evidence.
However, the FSA warns sniffing isn’t a foolproof safety check, especially with foods that risk causing food poisoning.
