A charity aiming to help clear Britain's beaches of plastics has been launched by one of Gloucestershire's retail success stories.

Kitchenware retailer ProCook has unveiled Life's a Beach, which aims to remove waste plastics from the nation's shorelines and promote the use of reusable products.

The idea for the charity was cooked up by the owner and managing director of the Quedgeley headquartered firm, Daniel O'Neill, who was inspired to take positive action towards a more sustainable environment.

Mr O'Neill said, "It is vitally important that companies take responsibility to ensure that they are doing everything to protect the environment whilst working towards a more sustainable future.

"Following programmes like the David Attenborough's Blue Planet it is impossible to ignore the plight of our planet."

In addition to setting up Life's a Beach, ProCook has already reduced single use plastic in product packaging.

The homewares brand made the commitment to use fully recyclable materials in their extensive cookware and knife ranges resulting in 90 per cent of all plastic packaging being eliminated across the ranges.

It has also committed to removing 95 per cent of all plastic packaging from all products by the end of 2019.

"As retailers we have a responsibility to consider the wider effect of our business activity and addressing product packaging is a significant step in the right direction," said Mr O'Neill.

"Our new packaging has been designed with careful thought and a long-term goal in mind - we want our customers to feel good about spending their money with ProCook in the full knowledge that we are a company that cares and is committed to reducing single use plastics."

Life's a Beach will be mainly funded from the sales of a stylish line of reusable products, from which 10 per cent of sales will go to the organisation.

Products will be available to buy at ProCook stores across the UK, online at procook.com and on Amazon.

You can win one of 10 the above bamboo coffee cups or double-walled drinks bottles by answering the following question and emailing your answer to beth@moosemarketingandpr.co.uk.

Question: Where is ProCook's Gloucester store (pictured top) based? 

Terms and conditions apply.  Competition ends midnight on 28th February.