Wal-Mart and Costco have something new they’d like you to try— a square milk jug. The NYT says the new square jugs “are cheaper to ship and better for the environment, the milk is fresher when it arrives in stores, and it costs less.” So what’s the catch? Apparently, while the new jugs are helping cut costs, they kind of suck at pouring milk.

“I hate it,” said Lisa DeHoff, a cafe owner shopping in a Sam’s Club here.

“It spills everywhere,” said Amy Wise, a homemaker.

“It’s very hard for kids to pour,” said Lee Morris, who was shopping for her grandchildren.

Sam’s Club is offering milk pouring lessons complete with free cookies, in an effort to help acclimate consumers to the milk jug of the future:“

Just tilt it slowly and pour slowly,” Ms. Tilton said to passing customers as she talked about the jugs’ environmental benefits and cost savings. Instead of picking up the jug, as most people tend to do, she kept it on a table and gently tipped it toward a cup.

Mike Compston, who owns a dairy in Yerington, Nev., described the pouring technique in a telephone interview as a “rock-and-pour instead of a lift-and-tip.”

Demonstrations are but one of several ways Sam’s Club is advocating the containers. Signs in the aisle laud their cost savings and “better fridge fit.”

Has anyone tried these new square jugs? Were you able to pour it? Or were you crying over… um, your inability not to spill milk?

Solution, or Mess? A Milk Jug for a Green Earth [NYT]

(Photo: David Maxwell/New York Times)

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