UK number-one retailer Tesco has upped its green credentials with the launch a new environment-friendly brand named Greener Living.

The range will hit the shelves early next year, alongside other Tesco brands such as Finest, Value and Healthy Living.

The move is intended to help customers reduce the energy they use, lessen the waste they generate, cut back on the water they consume, and buy recycled products and recycle more themselves.

A Greener Living website, which will support the brand, will feature practical tips and ideas for anyone who wants to lessen their impact on the environment, as well as advice from TV personalities Dick Strawbridge and Matt James, presenters of Channel 4’s The City Gardener, author Natalia Marshall, travel writer Justin Francis, and Melissa Corkhill, founder of Green Parent magazine.

Andrew Brocklehurst, green category director at Tesco, said: “Customers tell us they want to shop greener, but they don’t always find it easy to know which choices are better for the environment. Through the Greener Living brand and website, we can give more environment-friendly products and clearer information - as well as delivering the great value that is Tesco’s hallmark.”

Strawbridge added: “Tesco’s new Greener Living website is set to be a really useful and practical resource for anyone hoping to make their lives more eco-friendly. Customers can find a whole raft of ideas, suggestions, tips and inspiration for going greener in all aspects of their lifestyles, all in one place. And by starting small, every little step helps our lives become more sustainable.”

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