The aim is to get kids to finish their milk and reap health benefits while also cutting down on waste.

The Japanese brand Seki Milk is behind this innovative solution, which involves printing a comic strip – or more precisely a manga – directly onto the milk bottle.

Using white ink to print the artwork, the images are revealed as consumers sip, providing an incentive to finish the entire bottle to find out how the story ends.

The manga was created by Amiakihiko, an illustrator.

This highly original “Milk Manga” initiative has so far only been tested in an elementary school in the town of Seki, in Gifu Prefecture, where children receive the bottle of milk at lunchtime.

The Tokyo advertising agency supporting the promotion of this project states in a video that 65% of schoolchildren don’t finish their bottle of milk, viewed in Japan as an essential means of filling up on calcium.