Sainsbury's is to attach the printed labels for its sliced cheese products to more environmentally-friendly packaging.

According to Packaging Europe, the supermarket wanted a more sustainable design than its traditional vacuum-formed plastic trays and so its design firm came up with corrugated paper certified by the Forestry Stewardship Council.

Furthermore, the new design is such that the peelable labels are always facing the shelf-edge, making life easier for consumers.

Adam Clark from Smurfit Kappa, which was tasked with the re-style, said: "[We aimed to] reinvigorate a product range where poor presentation was the result of lacklustre design."

It should also mean much less waste going to landfill.

Earlier this week, toymaker Mattel also announced it is to become more environmentally-friendly by attaching its printed labels to greener packaging.

Both brands could draw attention to their better packaging using booklet labels, which could detail the increased sustainability and then provide incentives such as money-off coupons to shoppers.

Denny Bros Ltd, 07 October 2011