Retailers are to be encouraged behind the scenes to reduce the amount of packaging they place on their products.
The Waste and Resources Action Programme (WRAP) will not name and shame retailers who place excessive packaging on products, but will potentially support the companies through its Innovation Fund following discussions on how to cut waste.
To do this WRAP has appointed Excel's packaging datastore services to provide data on retailers who could minimise their costs.
"All information released as part of the initiative is totally anonymous and is not designed to name and shame, nor will brand or product identities be disclosed to rival organisations. This project is all about the sector working together to identify areas for possible improvement and cost savings."