Charity Missing People has partnered with supermarket chain Iceland to raise awareness of missing people, who will be featured on more than 800,000 milk cartons a week.
The first appeal is for Andrew Gosden from Doncaster who was 14 when he went missing from King's Cross station in London last September.
Iceland chief executive Malcolm Walker said: "We have been involved with Missing People before and hope to generate thousands of new sightings which might just change someone's life. We are very pleased to be involved again."
Iceland ran 130 appeals on a limited number of milk cartons between 1997 and 2006, more than 40 of those featured were found.
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