How do you get consumers out of the bargain-bin mindset and interested in added-value options when buying milk? That’s one of the key questions asked by The Grocer in this year’s Dairymen supplement.

As the dairy industry seeks to add value to the liquid milk category, a growing number of premium, added-value milks have come into the market, but the supermarket fixture has changed little over the past decade.

To explore how premium milks could be better presented, The Grocer teamed up with creative agency Synergis to create four alternative designs. The options Synergis came up with range from small tweaks to existing fixtures - such as adding shelf-edge fins or wings for better category navigation - to more radical overhauls, including a fixture behind glass doors, replenished from the back (pictured).