Here's a clip from BBC Breakfast last week featuring Sainsbury's launch of milk in a bag. Twelve Thirty Eight handled the launch for Sainsbury's, generating national print coverage as well, including a full page in the Times. The story was also covered on Sky News, Channel 4 News and BBC Radio 5 Live.
The potential environmental benefits of a shift to bags are huge. If everyone bought milk in a bag as opposed to plastic bottles, it would save 100,000 tonnes of plastic a year, which is equivalent to the amount used to create all carrier bags in the UK.
It's a great idea - and we wish Sainsbury's all the best with it. Early indications are that customers love the new format.