Cereal boxes may soon be a thing of the past, as Sainsbury’s revealed plans to eliminate cardboard packaging from its entire own-label cereal range.

The retailer already sells its Basics Rice Pops in a polythene bag, reducing packaging by a third.

“When it comes to cereal, our customers asked us why they need to be in a box as well as a bag when you can just print all the information on the bag,” said Sainsbury’s head of packaging Stuart Lendrum.

Cereal giant Kellogg’s is considering a similar move, according to the Mail on Sunday, but is testing whether the bags would prevent its Corn Flakes and Rice Krispies breaking up too much before reaching the breakfast table.