It’s as simple as flipping any lid, but the warnings of the novelty have confused hundreds of dairy consumers from Central Lechera Asturiana, who have turned the issue into a discussion on social networks filled with cynical reviews such as: “Well, I learned how to open and close the milk cap in Central, and here I am, waiting for the phone call. POT“; “The most interesting thing I’ve done this month has been watching a tutorial on how to open the new Central Lechera Asturiana hat on YouTube”; “Harry Potter and the mystery of the new hat in Central Lechera Asturiana”; “My grandmother, who has been married for 57 years and doesn’t know how to open Central Lechera Asturiana’s new hat, will cost her her divorce.”
About a month ago, new opening and closing systems arrived on supermarket shelves, and these systems ensure that the lid remains attached to the container after it has been unscrewed. The reason for this is the protection of the environment: the Asturian company has decided to envisage the ecological regulations of the European Union.From July 2024, all plastic containers with a capacity of up to three liters will need to be capped.
According to European officials, the measure will prevent the loss of millions of caps, which will make plastic recycling more efficient. Environmental organizations and recycling companies point out that if the caps are loose, they can be lost during transport to the recycling facility or in the treatment processes. If it gets lost this way, it means the plastic cannot be used, and if it ends up in a place that doesn’t belong to them, it could hinder the recycling process.
Central Lechera was almost two years ahead of the forced restructuring, so it has become a test bench for consumers. From the dairy company, “Adapting to changes is difficult for all of us and it’s normal to have complaints and questions at first, but the use of new caps will soon be back to normal,” said the dairy company. . They say the change did not cause a drop in sales. Coca-Cola is another company that has also started selling linked cap bottles. Specifically, it will have sold 75 million new containers this year.
So far the subject has been limited to these. Some anger on social mediaespecially from a tweet by pianist James Rhodes, who described the stopper as a “shameful whore”. Without reaching such disqualifying terms, other Internet users have expressed their dismay, particularly over the confusion that an arrow printed on the cardboard next to the cover can cause. The arrow actually directs the user to the opening instruction on the side, but it can be misleading at first glance and shows that the lid should be opened clockwise, while it is actually clockwise. On the contrary: like all living things.
Central Lechera Asturiana undertook a PR strategy and launched a campaign of billboards and videos, where it responded to complaining Internet users one by one, sharing with them a link to the company’s website explaining how to open the carton. . It’s actually as simple as opening any cover, but you have to overcome your fear of novelty.