Could aluminium become the packaging 'champion'?

In front of me is a line-up of aluminium cans, but not a drink in sight.

Instead, these cans have been designed to hold toiletries like shampoo, shower gel and hand wash, condiments like ketchup and household cleaning products.

I'm at the London research and development centre for Meadow, a start-up that has developed a new packaging system.

Their idea is to move products currently packaged in plastic to aluminium cans.

The founders believe it could be the next big step in reducing the amount of plastic packaging in the world, thanks to the high recycling rate of aluminium cans compared to plastic - 81% vs 52%, according to figures from the National Packaging Waste Database.