Nearly half of British consumers do not fully understand what long life milk is and the benefits it can offer, resulting in a significant amount of unnecessary waste.
A study, conducted by packaging firm Tetra Pak, says that the lack of awareness coincides with figures suggesting that as many as 79 per cent of customers are throwing milk away due to it going out of date.
Long life milk is made to last by undergoing a heating process at a high temperature, a method that does not affect the quality of the milk in any way, despite a number of popular misconceptions.
The reason for the confusion is mainly due to fact that up to 48 per cent of Brits do not think long life milk is as good a product as chilled milk, while just over a third (37 per cent) incorrectly believe that it contains artificial preservatives in order to make it last longer.
Surprisingly just over one-tenth (12 per cent) of people even believe that long life milk does not actually contain any dairy.
Even those that do choose to use long life milk do not fully understand the product, with 79 per cent of consumers not knowing that it can be stored without the need for refrigeration for up to half a year.
Although Tetra Pak has stressed that it is still best to chill long life milk, as this will make it taste better. Incredibly, 82 per cent of drinkers stated that they did not know such information, suggesting that many consumers have been drinking the product at room temperature.
Andrew Smith, marketing manager at Tetra Pak UK & Ireland said: "Long life milk has some clear benefits that we know people would find useful. For example, nearly half (46 per cent) of those we spoke to in our research said they would be more likely to buy it once they realised it can help them save money and cut food waste.
"That’s why we want to debunk some of the myths and misunderstandings that might be stopping people taking advantage of it."