It was launched in New Zealand earlier this year amidst a blaze of publicity pointing to its structural packaging innovation, its role in reducing milk spoilage and its environmental credentials, but Fonterra's new triple-layer bottle for its Anchor milk brand is facing increasing consumer and market backlash.
In its latest ignominy, the high density polyethylene (HDPE) bottle has only narrowly missed out on being selected as a finalist for NZ's Unpackit Awards for worst packaging of the year, despite receiving the most nominations for the dubious “honour”.
Its near humiliation followed moves earlier this week by Fonterra to tout its 100 per cent recyclability, following criticisms it was more expensive to process through existing recycling facilities (packagingnews.com.au, 24 July).
Anecdotal reports say consumers have also complained that the bottle's triple-layer structure, designed to protect the contents from light spoilage, meant they could not tell how much milk was left in the bottle after opening.
The organiser of the Unpackit Awards, NZ environmental group Wanaka Wastebusters, said the bottle had garnered 161 of the 287 nominations it received this year for the worst packaging award.
Despite this, they said they used their own discretion to not include it on the shortlist because it is recyclable, clearly labelled and similar in weight to the bottle it replaced.
Unpackit spokeswoman Sue Coutts said that despite consumer disgruntlement at the bottle, the organisation felt its benefits outweighed its drawbacks.
“There will be some people who are very disappointed the bottle has not made it on to the shortlist, but based on our criteria, it was a long way from the worst product on the list,” Coutts said.
Indeed, she said there was a case for the bottle being a contender for best new pack of the year, however, Fonterra's failure to collaborate with recyclers ahead of its launch had dulled much of its lustre.
“Consumers were confused about the benefits of the new bottle,” she said.
“It’s a real shame that a major NZ company like Fonterra, putting a new product out onto the market, wasn’t competing for the top prize in the best packaging list.
“The bottle has the potential to reduce food waste, but the change has increased the financial pressure on recyclers.
Coutts said recyclers get frustrated when they only find out about changes to packaging when products hit the shelves.
" Long term contracts and tight margins mean changes to packaging can have a dramatic effect on bottom lines," she said.
“Recyclers are a critical link in the chain. Companies depend on them to deliver on the promises they make to their customers about recyclability.
“Yet they don’t involve them at the product development stage.
“It shows we still have a lot of work to do to connect the dots in our supply and recovery chains,” Coutts said.
The eight finalists for this year's worst packaging announced by Wanaka Wastebusters included Nespresso’s single serve aluminium coffee capsules and multi packs such as Snappz pre-sliced apples in plastic bags and Twist mini size fruit drinks in Tetrapak cartons.
The “winners” of the awards will be chosen by public vote.
