Plastic free aisles could be found in supermarkets by the summer, environmentalists have predicted, as they launched a new social media campaign to pressure retailers into giving shoppers more choice.

The campaign group A Plastic Planet wants to cut down on the needless waste produced by supermarkets, much of which cannot be recycled and ends up in landfill or the world’s oceans.

Organisers are already in touch with major retailers and are hoping to see the first plastic-free aisles within months, which will allow shoppers to buy products loose, or wrapped in paper.

To highlight the plastic problem, they are calling for one million people to make ‘confessional’ videos on their phones admitting to being ‘a plastic addict’ but ‘ready for change’ as part of a new social media campaign, #PlasticAddict.