Britvic has signed up to the Waste & Resource Action Programme (WRAP) initiative in the UK.

The initiative, known as the Courtauld Commitment, is a pledge by businesses to design out packaging waste growth by 2008, deliver absolute reductions in packaging waste by 2010, and identify ways to tackle the problem of food waste.

The soft drinks company said yesterday (14 June) that the move will see WRAP support its research into reducing packaging and increasing the amount of recycled materials it uses.

By joining WRAP and signing the Courtauld Commitment, Britvic said it plans more innovation in this area, with the potential for some joint 'environmentally friendly' work with grocery customers.

"Britvic is delighted to be the first soft drinks company to sign the Courtauld Commitment with WRAP," said Britvic's CEO, Paul Moody. "WRAP's objectives clearly align with Britvic's packaging innovation strategy. Consumers are looking for more and more ways to reduce waste to landfill and this is an important issue for us as manufacturers - allowing us to make a difference."