The need to be “green” is strong. This is obviously a miserable failure, but the pressure is very real.
The company I work for now has a disposable in a large IM tub. The customer absolutely hates throwing away that piece of plastic every 1-5 days when the disposable is used up. Here’s the thing, if the functionality of the tub is changed (better or worse), the customer will hate it more. It the functionality stays the same but there is a price increase, the customer will hate it more. Friggin’ fickle customer, who needs them. 
Right now, we are doing a market trial of a soft pack (a polyester film I think), with a rigid lid. Similar to below. I think we made about 20,000 to give to our customers to see if they hate it or not. Trial should be done in a month. I wonder if Mead-Johnson did the same thing or if they relied on a tiny sample size.