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In a 'bold' step, Waitrose has launched a trial which will see the chain cut down the amount of plastics and packaging used in its stores.
In a bid to cut waste, the premium supermarket will offer more fruit and customers will be able to bring their own containers for rice, pasta and cereals.
The trial will start in Oxford, with hundreds of products being taken out of their regular packaging. Shoppers will also have the option of a 'pix n mix' frozen fruit section.
Bosses at Waitrose say they are reacting the needs of their customers.
Head of corporate social responsibility for Waitrose,Tor Harris, said the brand wanted to "help the growing number of customers who want to shop in a more sustainable way".
She said: "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."
In what has been described as a first in the UK, shoppers will also be able to pay a £5 deposit to 'borrow a box' from the supermarket to take their produce home. The money will be handed back when they return the box.
The store will also offer wine and beer refills as well as Ecover detergent and washing up liquid.
According to reports, the unpackaged refill stations will be up to 15 per cent cheaper than before, and customers will be encouraged to use their own containers, apart from when stocking up on booze and cleaning products.
Oceans campaigner for Greenpeace UK, Ariana Densham, said: "This is a genuinely bold step from Waitrose to trial food dispensers so customers can use refillable tubs and jars.
"Lots of supermarkets are starting to sell loose fruit and vegetables, but this kind of innovation could spark a refill culture that's so desperately needed to cut plastics in mainstream shops.
"The top 10 UK supermarkets produce 810,000 tonnes of throwaway packaging each year, so we need to see other major retailers taking plastic reduction seriously and following Waitrose's lead."
But this isn't the first time a supermarket giant has taken steps to reduce their impact on the environment.
Last year Greenpeace announced that Morrisons, Sainsbury's, Waitrose and Tesco were now allowing customers the option to use their own reusable containers for some items, such as meat and fish.
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