Sir; I read in The Guardian an article titled 'Consumers give thumbs down to packaging' highlighting the results of a MORI survey, and am not surprised to see that 75% of British consumers feel products have too much packaging. However, I do think it is important to consider the solutions to this problem.

Consumers are anxious about packaging volumes and, as retailers like Marks & Spencer come under fire for the level of packaging on their shelves, such concerns need to be taken seriously if businesses are to protect their brands and reputations.

Many packaging companies are developing alternatives to much of the packaging seen on the retail shelf. Bio-based films are worth considering as they can provide the protection required by food products and also the ability to incorporate high quality printed designs. The ability to promote the use of such packaging offers a way for consumers to have the best of both worlds - product protection and integrity without the guilt.

Other alternatives exist in the use and promotion of recyclable and energy-recoverable options or by simply reducing the volume of packaging used.

As we move further into a carbon- and waste-conscious future, packaging concerns will need to be addressed.

However, through packaging developments there are solutions to these problems and, while we are likely to see less extravagant packaging on retail shelves, it is bound to be innovative and creative.