MORRISONS shoppers have slammed the supermarket's decision to scrap "use-by" dates on milk and ask customers to use a sniff test to check if it's gone off.
The supermarket will instead use best before dates on 90% of its own-brand milk packaging from the end of January.
Morrisons said the move is intended to reduce food waste as millions of pints are unnecessarily thrown away each year.
Milk is the third most wasted food and drink product in the UK, after potatoes and bread, with around 490million pints chucked annually, according to recycling charity Wrap.
It also estimates 85million pints of milk waste may be due to customers following "use by" labels.
However, research shows milk is often fine to be used days after that date, the supermarket said.
Customers will be encouraged to smell their milk to check if it's gone bad before drinking it.
A sour aroma or curdled consistency is a sign the milk has been spoiled.
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But shoppers took to Twitter to complain about the decision, with many asking how they can smell the milk while in store.
One customer said: "So, Morrisons – can we open the bottle in order to sniff it before purchase? Or do we have to go home, sniff it, then bring it back if it's off?"
Another added: "I can open the milk whilst still in Morrisons to check then I guess?"
Others pointed out that one of the main symptoms of Covid is losing your sense of smell.
"Morrisons to tell customers to "sniff test" for expired milk, in the middle of a pandemic where a major symptom is the sense of smell being negatively affected…" a customer said.
Another said: "Hmm… alright as long as you have a sense of smell."
The Sun has contacted Morrisons for further comment.
Ian Goode, senior milk buyer at Morrisons, said previous generations used the sniff test without a problem.
He said: "Wasted milk means wasted effort by our farmers and unnecessary carbon being released into the atmosphere.
"Good quality well-kept milk has a good few days life after normal 'use by' dates – and we think it should be consumed, not tipped down the sink.
"So, we're taking a bold step today and asking customers to decide whether their milk is still good to drink.
"Generations before us have always used the sniff test – and I believe we can too."
A Morrisons worker has shared her top tips for bagging bargains in the supermarket's sales.
You can get your food shopping for less by searching for yellow stickers at the right time of day.
If you prefer shopping when it's quiet, we've got you covered with a guide to the best times to visit the supermarket.
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