The Commitment, which was signed up to by 13 top grocery retailers on its launch, means that companies have promised to end growth in packaging waste by 2008, and will demonstrate reductions by 2010.

Currently, fmcg products are packaged in two, sometimes three containers. Add to that shelf-ready boxes and the outer delivery case and you have a pile of potentially hard-to-recycle rubbish.

Shoppers are starting to get the message and know that landfill waste is a growing problem. Many consumers now see a product's green credentials as a key driver for purchase, and this includes how they are packaged.

Recent IGD research found that consumers are more conscious about food waste: "they are increasingly conscious of the environmental and financial cost of food waste and make purchasing and consumption decisions accordingly; looking for more appropriate portion sizes, seeking longer shelf lives and resealable packaging."

While more specific research is needed on consumer attitudes to packaging, WRAP project manager Claire Woods told MB&R that things are changing. "Adnams had a lot of support from its consumers after it reduced its bottles' weight," she says. As the case study boxes (right) show, it also helps brands cut costs, even when you factor in setting up the new plant. As Alastair Sykes, Nestlé UK's chairman, said recently, "Reducing packaging is responsible, and makes sound business sense."

However, Charlotte Henderson, WRAP's retail initiative manager, admitted there may be a need to change customer perception of product categories, to get them to accept less packaging.

"We have seen cereals move out of the box into bags, and previously we've not seen that unless it's a value range." She added that one of the biggest challenges would be consumers accepting products such as toothpaste without a box.

WRAP, while developing a strong TV ad campaign, is not planning on promoting firms who are reducing their packaging in this way. While the WRAP initiative has a fairly high media profile, this seems a wasted opportunity as both the campaign and brands have so much to benefit. Britvic, which recently signed up, is very keen not to just pay lip-service to reducing packaging waste however.

Julian Mears, Britvic's media manager, told MB&R that "it's not just about getting good PR - you need to be in a position to follow through". The firm has made all of its packaging "fully recyclable", cutting 11,000 tonnes of landfill waste. This saving also results from reducing the amount of material used: for example, the brands J20 and Pennine Spring have reduced the glass and plastic used in bottles respectively. Somewhat perversely, the firm has had to move back to non-returnable bottles, following a trial run with 'returnables', because it was proving less environmentally friendly for the firm to make trips to pick up the bottles.

Mears said the firm was now more orientated towards "working with retailers to see they are in a position to recycle directly". On the subject of the Courtauld Commitment's ultimately putting the onus on consumers to throw less away, he admits: "If we are using recycled materials, we aren't lessening the risk if consumers don't recycle."

Smaller brands like Harrogate Spa Water have made proactive inroads with lighter packaging. However In June nine 'big boys' (Britvic, Coke, Cadbury Schweppes, Dairy Crest, Duchy Originals, Masterfoods, McBride, Nestlé and Premier Foods) all signed up to the Courtauld Commitment.

Welcoming the announcement, Melanie Leech, director general of the Food and Drink Federation, said her organisation's members were "working proactively with their food chain partners to minimise packaging". Many have already made moves in terms of thinning out, if not reformulating, their cans, bottles and packs.

One of the great incentives built into WRAP's scheme is the online Best In Class database (see case study on early signatory Heinz) on its website - http://www.wrap.org.uk. Featuring the top performers on waste reduction, it provides a benchmark.

Working with WRAP provides an opportunity for suppliers and retailers to promote the good they are doing, but it is also a source of research and development on reducing waste. A WRAP spokesperson told MB&R that competitors have got around the table to discuss practical steps, for example at a recent seminar held by WRAP to discuss methods of reducing drinks packaging.

WRAP is also working with organisations such as National Food Partners, as well as offering research grants for firms looking to reduce packaging. The organisations developed a sealing for fruit and veg that replaces the standard 'crimp' seal with a hermetic solution. The 10% thinner-gauge plastic together with the seal gives savings of 25%.

In terms of the mults' progress, the targets they have set are daunting. Asda says it will make a 25% reduction in own-label packaging by next year, Morrisons will use 15% less own-label packaging by 2010, and Sainsbury's promises a 5% reduction by 2008. However, Tesco has gone further, saying it will achieve a 25% reduction in own-label and branded packaging by 2010. Taking responsibility for its' supplier's reductions is a clear demonstration of the importance the multiple places on its customers' attitudes to waste.

A spokesperson for Sainsbury's told MB&R the group was ahead of its self-imposed, "challenging" targets, having reduced packaging by 13.7% "relative to turnover". She added: "By this autumn, we will have removed 150 million plastic trays".

Henderson admitted that one of the challenges for suppliers is maintaining brand identity, as the industry moves towards a world of less packages, and perhaps more 'loose' product. Retailers however may face more problems with customers failing to accept less packaging. Henderson says more promotion is needed for the "behavioural change in customers" to occur. But, with three major retailers on WRAP's steering group, smoothing the transition in-store is sure to be on the agenda.n

case study 1

Heinz, which signed up to the Courtauld Commitment in 2005 along with Unilever and Northern Foods, has been making strides to reduce the impact of the 2.5 billion cans produced across all sectors in the UK each year. This is not all driven by altruism; as Heinz says: "Packaging is a significant cost. As energy and material prices continue to rise, reducing these costs becomes more important." New can ends developed by Heinz are 10% thinner, giving the brand Best in Class status on WRAP's website. As well as working closely with WRAP, Heinz engaged end supplier Impress, whose technical director said the challenge was significant: "Our 60-strong innovation team had to overcome a number of challenges to ensure that the integrity of the can; its look, feel, strength and behaviour, remained unchanged." Other challenges include running down existing stocks and introducing the new ends in a systematic way.

case study 2

Brewer Adnams took part in WRAP's year-long project to investigate the advantages of lightweight containers. WRAP worked with manufacturers, brand owners and retailers to develop and trial a range of lightweight glass containers. Several are now on shelves, saving an estimated 36,500 tonnes of glass within the first year across the brands involved. WRAP's retail initiative manager said Adnams feels "lightweighting" its bottles is a "real benefit". She adds that it has had "a lot of consumer support". After its "rigorous" production and filling trials, Adnams succeeded in producing a bottle that was 34% lighter and only slightly smaller. Grolsch managed to lighten its bottle by 10%. The Container Lite project found there was "significant scope to reduce the weight of beer bottles without negatively affecting customer perceptions." Some 500,000 tonnes of glass is used in beer packaging every year.

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