Robinsons has introduced its biggest package change in almost 200 years as part of a new trial.
The new Robinsons Ecopack comes in a carton instead of the iconic Robinsons bottle.
Robinsons says the new packaging aims to reduce waste with 85% less plastic per serve, compared to a one litre bottle of its Double Concentrate.
The drinks brand claims the higher concentration of the squash means the carton is equivalent to three single concentrate bottles, with each 500ml carton containing 60 serves.
The new packaging is also made with 89% plant-based materials, with the bulk of it consisting of responsibly-sourced paperboard.
Shoppers will find the new Ecopack in three flavours - orange, apple and blackcurrant and summer fruits - in 385 Tesco stores this month.
The new packaging will be sold alongside regular bottles of Robinsons.
Fiona Graham, Innovation lead for Robinsons, said: “As a brand, Robinsons is continuously innovating and is committed to improving the environmental impact we have. Squash is already a sustainable product due to its concentrated format.
“Making Robinsons available in this new format allows consumers to feel confident in the knowledge that the pack they’ve chosen has more serves, but used less packaging per serve, and can be recycled once finished.
“All packaging types have their own unique benefits and challenges, and we know there is currently no one ‘silver bullet’.
“That said, we believe that continuing to innovate with products such as Robinsons Ecopack will bring us one step closer to a solution and provide consumers with a range of options.”
“The brand-new Robinsons Ecopack carton will be available via Tesco to begin with, and we are excited to learn what consumers think about the new format.”
The update from Robinsons comes after Asda confirmed it will be switching to clear milk bottle tops across all of its supermarkets to reduce plastic waste.
Shoppers will be very aware of the blue, green and red colouring of milk products - blue represents full-fat milk, green semi-skimmed, and red skimmed.
These bottle tops will now be clear and which will allow them to be recycled which the coloured tops can't be at the moment.
The new tops will also be made from 30% recycled plastic.
