In the United Kingdom one of the main supermarkets chains Morrisons will scrap ‘Use By’ dates on 90 percent of its own brand milk and replace this by ‘Best Before’ dates to indicate to customers when they should drink it by to get the best taste This to encourage its customers to use a simple sniff test to check if their milk is still good to consume. Morrisons anticipates the move will stop millions of litres of its own brand milk from being thrown away every year. Milk is the third most wasted food and drink product in the UK, after potatoes and bread, with around 280 million litres wasted every year. Research shows fresh milk can often last a number of days past the ‘Use By’ date shown on the bottle. However UK customers are routinely throwing away milk – as they incorrectly believe the milk is unsafe to drink. It is estimated that almost 50 million litres of milk waste may be a result of customers sticking to ’Use By’ labels or ‘once opened use within’ guidance – when products may still be good to consume.