UK retailer Sainsbury’s is to start stocking its ‘basics’ cereal range in bags rather than boxes.

The supermarket launched ‘basics’ Rice Pops in bags last year and said today (17 September) that it will now convert the range by the end of the year.

Stuart Lendrum, Sainsbury’s head of packaging, said: “Cereal boxes are an iconic item on UK breakfast tables, but by ending our use of boxes for basics, we can save a huge amount of cardboard and thereby reduce the carbon footprint of the weekly shop.

“Feedback from customers on our basics Rice Pops, which have been sold in bags for the past year, has been really positive. This is why we decided to convert the whole range,” he added.

Fruit and Fibre will be the final line to lose its box in December. Sainsbury’s ‘basics’ Cornflakes converted to bags in May, while ‘basics’ Muesli, Hot Oat Cereal and Rice Pops have always been sold in bags.

The only exception to the range change will be the ‘basics’ Breakfast Wholewheat Biscuits, which require a box in order to prevent damage to the product.

Sainsbury’s said the removal of boxes takes it some way towards its target to cut packaging by a third by 2015.