Milk – it does a body good. Unfortunately, it doesn't last all that long once you open it up. The problem is that the milk comes into contact with the air, and the airborne organisms start to work on it on contact. But this concept jug may work to help with this problem.
The container, cleverly called "Fresh", works to slow this process down by keeping the milk safely stowed away from contaminents. The container is designed to collapse as it empties out, and the whole assembly works like a big spring that wants to squeeze out the milk. Open a valve, the milk comes out, the jug gets smaller. Simple in concept and functionality, as a lot of great ideals tend to be.
The James Dyson Award entry claims to be able to extend the life of milk for an entire week. This is a fairly bold claim, but it could result in substantial savings in milk and the resources needed to keep it fresh and available.