Asda is giving its fresh produce sections a 1950s-style revamp in an attempt to cut food packaging by 25% on fresh fruit and vegetables.
The retailer plans to recreate the feel of a traditional greengrocers by eliminating most packaging and selling produce from loose boxes.
The retailer’s anti-packaging expert Emma Sinclair-Morris says: "We believe this return to traditional values could have a huge impact on the amount of packaging thrown away every day. Reducing packaging is one of Asda’s key objectives, and we are considering every option to achieve this goal.
The range of pre-packed items will be reduced in the next 12 months in a bid to cut the amount of plastic and cardboard used to wrap food.
A pilot scheme examining customer reaction will begin next week at two stores in North West England. Around 60 pre-packed products will be removed as part of the trial. If successful, the scheme will be rolled out to all stores across the UK.
Sinclair-Morris adds: "This study will enable us to see if it is possible to encourage our customers to shop in a different manner to keep waste, and costs, to a minimum."