James Dyson has come up with a creative solution to prevent milk from spoiling for an extra week in a much greener way. Dubbed as “Fresh,” this shrinking jug keeps the milk fresh for a longer period by not allowing it to get in contact with the air, which is the main reason for its spoilage. Based on simple functioning, this ergonomically designed flexible jug shrinks in size on pushing down a button on the top, along with the entire jug to pour out the milk, releasing the air and thus keeping milk fresh each day after every pour, unlike other milk jugs. The Fresh integrates a steel rim with ridges that tightly screws the lid and the spring wire frame enables full contraction. Considering user comfort, this airtight jug avoids wastage, saving time and money with a fewer number of trips to the store.