Thoughts from the Dirty City

Redesigning something as ubiquitous as the milk jug is a daring move. It is almost a given that the majority of people are going to find reasons for hating it. I remember not long ago the milk jugs stopped being clear. Yellow and clear jugs started appearing everywhere, and I hated it. I remember saying, “a yellow milk jug, it’s just weird”. But then I discovered the reasoning behind the change: it makes the milk last longer. So what are the benefits of the new “square” jugs?

First and foremost, the new jugs save space. The square design enables the milk to be stacked one on top of the other, eliminating the need for milk crates. This means that more milk can fit on a truck and in the cooler. Another plus in eliminating the milk crates is the need to deliver them back to the dairy plant once empty. With gas rates soaring higher everyday, being able to deliver twice as much at a time is huge, add on the elimination of return trips for empty milk crates and the price of milk goes down almost 50 cents a gallon.

It isn’t going over all that well with the people though. While they love the lower cost, the new shape has give some cause for concern. Complaints are pouring in about the usability of the new containers. People are complaining that the new shape makes it impossible to pour without spilling. So many complaints have rolled in that retailers are giving “courses” in the isles demonstrating how to pour to avoid spills.

People, get over it. The fully recycled containers save fuel and water. They make milk more affordable. It is a win-win. I am the clumsiest person around and I am sure the first few times I use the new containers I will spill. But really, are we seriously crying over spilled milk?