Four packs are beginning to change shape at the Co-operative Group which is trialling a pack that displays beer cans in a straight line.
In cardboard carton boards that are less harmful to the environment than existing ringed plastic packaging, the format can be used for additional pack branding and promotions.
A Co-op spokesman said the group was trialling the format, initially on its own label Premium Export Lager, because it offered increased stability. Packs can be stored in fridge doors without being broken up.
The project is a partnership between the Co-op, brewer Wolverhampton & Dudley and carton maker Riverwood International.