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British food retailer Waitrose has linked up with designer Emma Bridgewater and Jutexpo, a manufacturer of reusable bags, in an effort to reduce plastic waste.

Each bag will be created from seven plastic bottles thanks to a process which converts the plastic into a durable and practical material known as rPET fabric, short for recycled polyethylene terephthalate.

It is hoped that half a million plastic bags will be recycled under the initiative, which will also raise money for The Prince of Wales’s Countryside Fund.

The design features Bridgewater’s iconic polka dots and comes in two summery colours: a bright and bold purple and a classic cream & lilac. Also forming part of the range are four new fold-away pouch bags, also made from recycled plastic bottles, featuring classic Emma Bridgewater designs.