Sainsbury's own label milk bottles will be sporting ads for Yorkshire Tea next week as part of the multiple's review into giving its suppliers extra marketing opportunities.
Third party brands will be able to run media messages, promotions and ads across Sainsbury own label.
Sainsbury's marketing manager Phil Smithson said milk offered an ideal advertising medium as it was taken in and out of the fridge, on average, 24 times a day and therefore had a high opportunity to view' factor. He said the company planned to stretch the scheme to other areas. "High volume, own label products such as orange juice, water and bread which sit on the breakfast table, or are taken in and out of the fridge will also work well.
"Suppliers wouldn't be interested in advertising on products stuck in the cupboard."