It's the cardboard milk bottle

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The GreenBottle is made from recyclable cardboard with a plastic liner bag. Supermarket chain Asda plans to stock the bottles in all its London stores by Christmas.

Chris Brown, head of ethical and sustainable sourcing, said: "Milk is one of our highest-selling products and we have a responsibility to develop alternative packaging, making it easier for customers to recycle at home.

"The GreenBottle is robust, practical and fit for purpose, meaning there is no danger of spilled milk at breakfast time."

It was invented by Martin Myerscough using a process similar to egg carton technology. Office waste paper is washed and moulded into the distinctive bottle shape. Suffolk dairy Marybelle, which uses the containers, said: "We are coming under increased pressure to deliver the highest quality milk and packaging to major retail customers at the lowest price.

"The GreenBottle is the single biggest leap forward in dairy manufacturing technology in years. We are now able to offer our customers the same milk in a more sustainable bottle."

Farming minister Lord Rooker has called on the dairy industry to achieve a 50 per cent reduction in plastics used in milk packaging by 2020.