Bates, who has over 20 years experience in European packaging and brand communication, set up food and drink carrier manufacturer Portabrands in 2005, which he sold to Tri-Star Packaging Supplies in 2010.

Less Packaging, which was founded two-and-a-half years ago by managing partner Greg Lawson, advises clients on how to optimise their packaging commercially while minimising the impact on the environment.

The Bishop Stortford-based company, which has 14 staff and whose clients include major retailers such as Marks and Spencer, Tesco, B&Q and Morrisons, is set to open a Hong Kong office on 3 October.

The Less Packaging Company now plans to target global brands such as Procter and Gamble and Unilever.

Bates said: "I met Greg a few months ago and was transfixed by how the business operates. We help retailers and brands to get more from diminishing resources.

"We have just done some work with a large food brand and by making slight changes to the carton design we cut the weight of packaging by 59% and increased the yield from 10 to 18, which represented a cost saving of 40%.

"The client buys a million cartons every other week and this packaging reduction amounts to a saving of around £20,000 for each purchase, with no impact on the product’s shelf presence."

Lawson added: "It is now time to apply the Less Packaging approach to the wider audience of European and global brand owners which is why Ian’s appointment is so important to us."