What should the milk pack look like?

When it comes to imagery and messaging on the pack rather than in the aisle, farming messaging and imagery was the clear favourite. 

Farming was the only theme we tested which had a positive average preference score on pack, with health and taste/family underperforming. Imagery and messaging on cows were the top consumer choice for both the front and side of the pack.

Average preference score by theme

Source: AHDB/Linney re-thinking milk research 2025

The front-of-pack image is the most impactful part of the pack for shoppers and side-of-pack imagery is the second-most impactful. The front-of-pack message and stamp/logo are much less impactful, but they should not be overlooked as they still contribute positively to the overall impression of the milk carton.

Average preference score by element

Source: AHDB/Linney re-thinking milk research 2025

Front-of-pack image

Close-up imagery of cows on the front of the pack was the most liked by shoppers. Cartoon imagery of cows and farmer images scored lower but still positively with consumers. Health and family imagery has a negative impact on pack perceptions.

“Our milk is produced by British dairy farmers” came out strongly in message testing, and therefore always cue British via the flag and wording in the product name.

Top three performing front-of-pack images

Source: AHDB/Linney re-thinking milk research 2025

Side of pack

Consumers like the look and feel of the pack to be consistent and cohesive. So, while the cartoon image of the cow was the most preferred in isolation, when we have the photo image of the cows on the front, the photo image of cows on the side of pack was the most preferred.

Farming messaging such as “British dairy is produced to world-class food and farming standards” and “British cows are out on grass for most of the year, allowing them to express their natural behaviours” scored positively with consumers here.

Side-of-pack message preference (when cow photo on the front)

Source: AHDB/Linney re-thinking milk research 2025

Front-of-pack message

For front-of-pack messaging, reaffirming the health messaging which was used in the aisle worked well. Highlighting the natural vitamins and minerals, particularly B12 were the most effective messages.

Top three messages:

1. Natural source of vitamin B12
2. Naturally contains seven vitamins and minerals
3. British farming helps look after the British countryside

Including a health message on the front of pack should link back to the messaging the shoppers may have seen in the aisle, reminding them of these benefits.

Stamp/logo

Stamps have lower ability to influence but can support the farming reassurance message. Red Tractor labelling increased purchase intent the most. Only “from grass to glass” and “freshness guaranteed” were the two other messages which had positive preference scores. Having no stamp was the least-liked option, so having an easy-to-understand mark of quality on the front of the pack is important.

Top three stamps/logos

Source: AHDB/Linney re-thinking milk research 2025

The optimum design

AHDB’s optimum milk pack design (shown below) combines all the insights learnt in the research, clearly conveying the natural provenance of British milk, with imagery of cows front and centre. Side-of-pack messaging focuses on world-class food and farming standards, as well as how the retailer is working with its farmers. Messaging around B12 and the Red Tractor logo feature on the front to give consumers reassurance on the quality and health aspects of the product.

Source: AHDB/Linney re-thinking milk research 2025

So how does that translate in aisle?

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