In Great Britain the supermarket chain Co-op is introducing a ‘freeze me’ message to its own brand milk products, in a bid to cut down on 70000 tonnes of milk wasted a year. A recent survey shows that two-thirds (66%) of UK adults don’t freeze milk at home, 31 per cent of UK adults didn’t’ know you can freeze milk and of these 34 per cent say that now they do they will start freezing it. The new on-pack message from Co-op will read: “Don’t waste me, freeze me, in a suitable, clean container, then defrost in the fridge, use within 24 hours.” The new messaging will appear across all Co-op own brand milk products from September 2022.