The JUGIT RPC's new concept in milk packaging

The launch of the JUGIT, an exciting new concept in milk packaging from RPC Market Rasen, overcomes consumer fears by providing a handy, recloseable pouring spout.

RPC Containers Market Rasen’s expertise in the injection molding of unusually shaped containers has been instrumental in the launch of an exciting new concept in milk packaging, the JUGIT.

Developed by Dairy Crest in association with the Sainsbury’s supermarket chain, JUGIT offers consumers a pouch-based format that uses substantially less packaging material than conventional plastic milk containers, allied to the convenience of an easy-to-pour, reusable jug manufactured by RPC Market Rasen.

“Consumers are increasingly conscious about the environmental impact of packaging, and material reduction is a key means of improving this,” explains Richard Pryor, Innovation Controller at Dairy Crest. “A huge amount of plastic is used annually in the manufacture of milk containers, but pouches require only 25% of the plastic found in the equivalent size of container, making them extremely attractive from the viewpoint of sustainability.”

Dairy Crest trialled pouches in Sainsbury’s in 2001 but, while successful, the format was not deemed ready for the mainstream marketplace. Today, Pryor believes that consumers are now prepared to make the change. “The example of countries such as Canada, where consumers have successfully switched to this ‘greener’ way of buying milk, suggests the same can be achieved in the UK.”

Pryor adds that, “The main barrier to widespread adoption of pouches is the means of opening and pouring them. This is where the JUGIT comes in.” Typical consumer fears about pouches include the suspicion that bags will burst, their lack of recloseability and concerns that they can only be opened using scissors. Working with design agency Vibrandt 1hq, Dairy Crest developed the JUGIT format to specifically overcome these factors.

The secret to JUGIT’s success is an innovative two-part lid featuring a hollow spike attachment, which perforates the pouch as a natural consequence of assembly. After the pouch is dropped into the jug and the main body of the lid closed, trapping the top of the bag using secure clips, the spike is inserted to perforate the pouch. The top of the attachment then flips open to provide a handy, recloseable pouring spout.

To encourage reusability of the JUGIT, the only part that needs to be cleaned between pouches is the spike attachment. JUGIT is sold with two of these, so that consumers do not have to wash the attachment before fitting each new pouch. A detachment handle is also supplied to enable greater flexibility in pouring.

Dairy Crest asked RPC Market Rasen to turn the JUGIT concept into a workable pack because of its proven track record in creating complex packaging formats. The fact that the site is UK based was also a factor, reducing the freight miles involved in delivery of the jug. RPC Market Rasen worked closely with Dairy Crest, Vibrandt 1hq and pouch manufacturer Glopak to ensure seamless integration of the four parts of the JUGIT – jug, lid, spike and handle – as well as the necessary durability for long-term reuse.

The lid, spike and handle are injection molded in white PP, while clear material is used for the two pint jug. This enables the Sainsbury’s branded pouch to be seen throughout its product life, while Dairy Crest has also taken advantage of the clarity by placing the cardboard sleeve used to brand JUGIT inside the jug.

RPC Market Rasen is currently manufacturing JUGIT using a pilot mold to coincide with the trial launch of the format in selected Sainsbury’s stores. If the trial proves successful, full tooling will be commissioned to enable a full national launch in 2009. The launch was heavily publicized in the British press, with the RPC jug featured prominently.

“JUGIT has already captured people’s imagination and it is the eye-catching appearance of the pack from RPC Market Rasen – as much as its memorable and innovative functionality – that will encourage consumers to switch to pouches when purchasing milk,” confirms Richard Pryor.

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