Morrisons has become the first UK retailer to sign up to the Responsible Can Packaging Pledge, meaning it will not produce or sell any carbonated product with more than four units of alcohol in a single-serve can.
The Responsible Can Packaging Pledge is part of the Department of Health’s Responsibility Deal, which aims to encourage manufacturers and retailers to remove one billion units of alcohol sold annually from the market.
While the supermarket had already banned the sale of such products months before the Responsible Can Packaging Deal’s December 2014 deadline, it hopes that its signature will encourage other retailers to follow suit.
Martyn Jones, Morrisons group corporate services director said: “We wanted to set the retail standard for responsible single-serve can packaging. We have been monitoring our range for some time and have already removed all single serve cans with more than four units from stores.
“We hope that signing up to the pledge will help support the government in reducing the incidence of alcohol related abuse in the UK. We now need other retailers to join us to make this as effective as possible.”