Aldi has rebranded its Specially Selected sourdough bread range and introduced new paper-based packaging, which will cut around 67 tonnes of plastic per year from its supply chain.

The supermarket retailer has given the range brighter and more vibrant designs across its Specially Selected White, Seeded and Dark Rye Sourdoughs.

The move is part of the discounter’s push towards reducing plastic to promote sustainability as well as offering a more premium design for customers.

Aldi UK chief commercial officer Julie Ashfield said: “Our Specially Selected sourdough is a customer favourite, and this packaging refresh makes it even better – giving it a brighter, more premium look that stands out on the shelf.

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“It’s another step in reducing plastic too, showing that great design can go hand in hand with doing the right thing for the planet, without compromising on quality or value.”

The new branding comes after the sourdough ranges experienced an increase in sales of 50% since the start of the year, which was driven by a growing consumer demand for affordable premium loaves.

Aldi also recently launched a Specially Selected Toasting Loaf, which also includes the paper-and-film packaging.

Earlier this year the UK’s fourth-largest supermarket introduced its own packaging for its private label wine collection, which cut out an estimated 38 tonnes of unnecessary packaging each year.