Aug. 11, 2008 - Asda, one of the largest supermarket chains in the U.K., has begun stocking cardboard milk containers as a greener alternative to plastic jugs, the Telegraph reports.

The Greenbottle is made of recovered white office paper and can be recycled with newspapers and magazines. A low density plastic bag holding the milk inside can be easily recycled or used for compost.

Independent analysis claims the overall carbon footprint of the Greenbottle, including delivery, is 48% lower than the standard plastic bottle. (The potential impact is huge, considering that 180 million pinks of milk sold in the U.K. each week.)

"Milk is one of our highest selling products, and as such, we have a responsibility to develop alternative packaging making it easier for our customers to go green and to help them recycle at home. If customers like it, then everything will be led by them," says Chris Brown, head of ethics and sustainability for the supermarket chain.

Whether customers will like it remains to be seen. Asda's owner, Wal-Mart, has attempted a similar project in some stores in the U.S., with little support from customers. Americans claim the new U.S.-style milk container, designed to save space in shipping and stocking, is difficult to use.

However, British retailers hear less fuss from customers and have been able to experiment more with greener packaging. Tesco, for example, has been particularly proactive, reporting that alternatively packaged wines make up the fifth-largest section in its wine aisle.

Asda will debut the new container in one of its stores in eastern England. If customer reaction is positive, the company will role out the new design nationwide.