Shelf Review: Jugit

It is aimed at those concerned about the associated environmental impact (Jugit claims it reduces milk packaging by 75%). Consumers need to buy one jug, then bags of milk to fill the unit with. This concept is new to Britain, but has been available elsewhere in Europe for some time.

Graphics 4/10
The graphics (a brown leaflet inserted into the jug) are contained within the clear plastic jug and are not easy to read, and have very little impact. The front of the leaflet struggles to convey the strong benefits of using the product. For example, ‘No Spill, No Mess’ is one of the three main statements. 
The instructions on the reverse are clear and easy to read but there is little information on what is, after all, a brand new concept. The graphics need to be a lot more eye-catching and persuasive to entice customers towards the product.

Function 5/10
On the positive side, the jug fits easily into the fridge. However, it is far less easy to use than a simple milk carton. You need to purchase milk bags then insert one into the jug and clamp it into place. You then push the spout into the hole in the lid until it clicks into place. Experienced users will no doubt get the hang of this, but new users may struggle and could be put off trying the product as a result.

On-shelf 3/10
Jugit was hard to find in store. As the rather subdued packaging is within the plastic container, it does not stand out at all. As a new concept to the British consumer it needs point-of-sale material and better graphics to promote and explain the product, particularly why it should be tried.

Overall 4/10
This product is good in theory, but we feel the British consumer is going to need much better marketing and convincing to convert to this concept.  Jugit claims this is a third-generation product, after we moved from the carton to the polybottle. However, the milk carton, polybottle and glass bottle are very similar and very simple concepts. This requires a big change in the way we buy, store and use milk and unless a strong marketing campaign and better graphics are developed, there is a danger this product will be ignored.

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