A marine robot ‘shark’ that eats plastic waste is being trialled in Devon, aiming to catch litter before the tide carries it out to sea. As many people become aware of the threat of plastic waste, there's a growing expectation for brands to introduce innovative technologies to help tackle the problem.

Media coverage of plastic waste has made the problem impossible to ignore, leading many Britons to seek ways of avoiding unnecessary packaging. With its 52% paperboard bottles, Just Water has emerged as a disruptive force in an industry under pressure to adopt sustainable practices.

As more plastic, paper and cardboard ends up in our rivers, oceans and landfill, people are looking at ways that they can cut back on packaging. How can shoppers achieve this and what is the grocery industry doing about it?

Plastic is getting a lot of airtime right now: suddenly, what was once an invisible problem is at the front of people’s minds. Consumers are primed for change, so how can brands take the first by creating alternatives, educating customers and helping them form new habits?