Sainsbury’s and Coca-Cola Enterprises have joined forces on a UK-wide initiative to encourage shoppers to cut the number of plastic bottles going to landfill.

The companies have teamed up to run a series of recycling roadshows as part of a programme covering nearly 400 Sainsbury’s stores.

This month, Coca-Cola Enterprises (CCE) will send staff to run events at Sainsbury’s top 20 stores. Shoppers buying a large bottle of Coca-Cola in store will be eligible for a free PET recycling box to encourage them to recycle.

Sainsbury’s will also put free-standing display units into 367 supermarkets and 180 petrol forecourts, showcasing Coca-Cola’s new PlantBottle packaging PET plastic bottles made partially from plants.

“Our partnership with Sainsbury’s is a great way to inspire shoppers and help to change their behaviour,” said Patrick McGuirk, recycling director at CCE.