Grocer Morrisons aims to cut customers’ plastic bag use by 50 million a month by providing shoppers with free reusable bags.

The retailer is giving away 10 million reusable bags from today and will offer shoppers the option of buying a multi-trip charity bag for 10p to fundraise for good causes.

Branded Today, the bags highlight that the retailer is taking action now rather than promising changes in future.

Morrisons group marketing and communications director Angus Maciver said: “We believe this new initiative could cut bag use much further – possibly by as much as 50 million 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.

Maciver added that other measures Morrisons has brought in include providing cardboard boxes at the checkouts as an alternative.