Morrisons has set a target to reduce its use of plastic bags by 50m a month.

The UK retailer gave away 10m free reusable bags yesterday (19 May) in a push to get consumers to switch from single use carrier bags.

Branded "Today", the bags are designed to highlight the measures the retailer is taking now instead of promising future changes.

"We believe this new initiative could cut bag use much further - possibly by as much as 50m bags a month - and will help continue to reduce the environmental impact of carrier bags. By giving away these bags today, we can make a real difference for tomorrow," Morrisons group marketing and communications director Angus Maciver said.

Maciver added that Morrisons had also introduced a variety of other measures, including providing cardboard boxes at the checkouts as an alternative.