AN Eco-initiative head and shoulders above the rest is launching the world's first ever recyclable shampoo bottle, thanks in part to wildlife volunteers on Walney.

Involving thousands of volunteers, the innovation gathers plastic from beaches across Europe.

In support of the operation, Cumbria Wildlife Trust are scouring beaches in south Walney where a typical clean-up fills a shocking eight bin bags.

Boats and hats, buckets and spades, and even Barbie dolls are among the discoveries made, all of which can now be salvaged thanks to a new partnership between recycling experts TerraCycle, SUEZ and P&G.

Sarah Dalrymple, warden at South Walney Nature Reserve, said: "This autumn we are running seven beach cleans at South Walney Nature Reserve, in conjunction with TerraCycle.

"We estimate we'll clear up around 560kg, or half a ton, of beach litter (56 bin liners full) in just a few months!"

The innovation was launched in France during the summer and will hopefully arrive in shops in the UK soon.

Tom Szaky, TerraCycle chief executive and founder added: "We hope that the launch of Head & Shoulders new recyclable shampoo bottles made from up to 25 per cent recycled beach plastic will not only help to clean up plastic on beaches but also inspire consumers to play their part and recycle their shampoo bottles and prevent more waste landing on our shores.

"The production of this innovative new recycled shampoo bottle would not be possible without the great work and support of the volunteers of the Cumbria Wildlife Trust and other organisations like them who do such an important job in cleaning up the beaches.”

Cumbria Wildlife Trust tackle the litter throughout the year, and the next operation will take place on Sunday at 11am.

Volunteers can meet by the entrance to the South Walney Nature Reserve, and should book in advance on 01539 816300 or mail@cumbriawildlifetrust.org.uk.

For those wanting to scout the beach, sensible clothes and footwear are advised.