Waitrose Launch Bring Your Own Container Campaign

British supermarket chain Waitrose has launched a trial to try to get consumers to bring their own containers to purchase produce such as pasta, rice and cereals in store. The chain also claims that it will be the UK's first to offer a 'pick & mix' frozen fruit selection.

The move comes as Waitrose continues its bid to reduce packaging and plastic waste. Don't have a box on you? Don't worry - you can also 'borrow a box' for a £5 deposit to get your food home before returning with the box on your next visit.

"We are determined to build on the work we've already done to reduce packaging, and this test will take our efforts to a whole new level as we help the growing number of customers who want to shop in a more sustainable way," said Tor Harris, head of corporate social responsibility for Waitrose & Partners.

"This test has huge potential to shape how people might shop with us in the future so it will be fascinating to see which concepts our customers have an appetite for."

Waitrose say that produce in its unpacked refill stations will be up to 15% cheaper for consumers using their own containers.

The first trial is taking place at a Waitrose store on Botley Road, Oxford, where a wide range of products are packing-free on the shelves.