Supermarket chain Asda is cutting costs by removing excessive packaging throughout its supply chain, and hoping others will be able to follow its lead.
The store is joining forces with the Industry Council for Packaging and the Environment (INCPEN) to look at ways of minimising the environmental impact of packaging.
Shane Monkman, Asda's packaging buyers, said: "Our customers tell us time and time again that they want to buy good quality food that isn't excessively packaged, can be easily recycled and has a long shelf life.
"By pooling our resources in a forum dedicated to packaging, we can help pioneer new technologies which will ultimately help our customers reduce the amount of packaging and good waste they throw away – helping them save money in the process."
Jane Bickerstaffe, the director of INCPEN, added: "By bringing together all parts of the supply chain - the companies that make the raw materials for packaging, the companies that convert these materials into packaging, the product manufacturers and the retailers – we can share an enormous amount of knowledge and together make further improvements."
Asda is the fourth company to become a member of the organisation, alongside Boots, Marks and Spencer and Sainsbury's.
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