The On-Pack Recycling Label (OPRL) was launched by retailers' group, the British Retail Consortium (BRC ), in March 2009. Its label, which the BRC says is a world first, informs shoppers what packaging can be recycled and what cannot.

"Currently too much recyclable packaging makes its way to landfill. This label gives consumers the information they need to make the right choices, we just need to make them aware of it," said Bob Gordon, BRC's head of environment.

The label indicates three levels of packaging recycling:

• Widely recycled: 65 per cent or more of local authorities collect that packaging type in their area.
• Check local recycling: 15 per cent to 65 per cent of local authorities collect that packaging type in their area.
• Not currently recycled: less than 15 per cent of local authorities collect that packaging type in their area.