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UK retailer Co-op has announced that it will add a "freeze me" message to its own brand of milk products, in an effort to cut down on 70,000 tonnes of milk wasted a year. The on-pack message will read: “Don’t waste me, freeze me, in a suitable, clean container, then defrost in the fridge, use within 24 hours”.

Co-op said that milk is best within one month of freezing. While for larger bottlers, it is recommended to decant them into a container. When the milk is ready to be used, consumers should defrost it in the fridge to "thaw fully" and then use it within 24 hours. Catherine Dishington, environment and sustainability manager at Co-op, said: “We’re committed to reducing our impact on the planet and we’re trying to help our customers and members make small changes that collectively, can make an impact". She continued: “Freezing food is one of the easiest ways to make the most out of your weekly shop and prevent food wastage but not everyone knows that it’s perfectly safe to freeze milk. We hope that by having this message on pack it will not only save customers some money, it should also help them to throw away less.” The new message will come into effect from September 2022.