Marks & Spencer is to extend its refill scheme that allows customers to shop using their own containers in more branches nationwide.
It comes after an initial trial saw it offer 44 packaging-free products to shoppers, with the likes of coffee, pasta, rice, cereals, and confectionery included.
Instead, customers could bring their own containers - which they could weigh and refill in stores.
The retailer said its research found more than three-quarters of consumers have been trying to reduce the amount of packaging they use - with the "fill your own" initiative at its Hedge End store in Southampton being a success.
M&S will now expand the offer to a second branch in Manchester, with expansion to further stores expected soon.
Paul Willgoss, director of food technology at M&S, said: “Our Fill Your Own concept is one area we’re focusing on as part of our action to reduce plastic packaging and support our customers to reuse and recycle.
"As a completely new way of shopping, we’re keen to better understand refill across the entire store process from behind the scenes operations to working together with our customers to encourage behaviour change."
Marks & Spencer said the "fill your own" scheme has been proving to be more popular than not, and as many as 25 of the 44 products sold have been outselling traditional packaged alternatives.
"[The] trial aims to address some of these challenges, with all products offering even better value per gram than the packaged alternatives," a a statement added.
"To help customers adapt to the new shopping concept, M&S is providing free, widely recyclable paper bags for customers without containers to hand and colleagues are available to guide them on filling and weighing the products."
Waitrose is among the other supermarkets trailing a similar approach - but one couple have had the right idea since August 2017.
Richard Eckersley, his wife Nicola and their baby, Willow, were the family behind the UK's first ever 'no packaging' supermarket.
Earth.Food.Love is an organic shop based in Totnes, Devon. It's was one of the first zero waste stores in the UK, retailing a range of up to 200 pesticide-free products.
To shop there, you'll have to come along with your own pots, jars and sandwich bags.
That's because it operates a packaging ban - it gives out zero waste a day, even its energy is eco.
Earth.Food.Love opened in March after its founders, Richard and Nicola Eckersley discovered Unperfekthaus - a German anti waste outlet - during a trip to Berlin.
"We walked in and immediately thought, why doesn't this exist in the UK?" Richard told Mirror Money.
"We came back to the UK and decided to open our own sustainable store - we wanted to go somewhere that we felt would make a difference to the local community - that's why we moved to Devon."
The motto of the shop is to deliver goods that are "ethical, wholesome and organic". It stocks grains, pastas and even maple syrup - but certain items, such as alcohol and milk, are off the menu.
