Waitrose will be rolling out a free trailer hire service to cyclists across 21 of its stores nationwide.
The supermarket hopes to get more of its cutomers cycling to stores and has launched the scheme this week in the hope of catching those still standing by New Year's resolutions to get fit.
Waitrose Assistant project manager, Nicky Snelgrove said: "January is the time that many people are setting themselves targets for the New Year such as getting fit through doing more exercise. Our cycle trailers are an excellent way of helping our customers stay healthy and has the additional bonus of being able to play a positive role in the environment in 2009.”
Waitrose are one of the very first companies to introduce such a scheme in the UK. In Europe, Ikea has teamed up with Velorbis to offer a bicycle and trailer hire service.
The cycle trailers will be a permanent initiative at the branches to allow shoppers to use this bespoke service all year-round.