PI produces a gripping bottle

EXPRESS DAIRIES DIRECT SERVICES, the doorstep milk delivery company, is rolling out new “grippable” milk bottles to its four dairies.

The new design features a further recessed E logo to emphasise the company’s branding, following a decision last year to market all its doorstep milk brands under the Express name.

The bottle, designed by PI Design International, has a one-pint fill line; pouring small quantities from a full bottle is easier.

Express Dairies Direct Service marketing director Nick Goss explains that the decision for a redesign was prompted by customer research, which showed that customers were worried about bottles slipping out of their hands, especially when the bottles are wet or covered in frost. About 1.2 million new bottles will be delivered to customers every week.