AN eco-friendly shopping aid, designed by a Worcester couple, is going to be sold in Tesco.

Justin Chieffo, of Drake Avenue, Dines Green, Worcester, is one of six entrepreneurs, being featured on ITV show Tycoon, vying for the chance to set up his own business and win a 10,000 in start-up capital, courtesy of multi-millionaire businessman Peter Jones.

In a big step forward, the 36-year-old's product - the Be-Eco carrier bag dispenser - has been adopted by the supermarket giant.

The fabric bag, which will go on sale in selected stores at the end of August, is described as "a simple way we can all be a part of reducing our carbon footprint on a daily basis".

"The bag attaches to the back of the supermarket trolley and dispenses plastic carriers when you go through the checkout," said Mr Chieffo, aged 36.

"At home it stores away easily and re-uses bags, thereby helping us to reduce our carbon footprint."

The bags will be priced at 79p each.

Senior buying manager for Tesco Charles Hunt said: "We've ordered 250,000 bags with an option for another 250,000 if it's successful.

"We believe customers who want to do their bit for the environment will snap up the bags as an easy way of remembering to take their recycled plastic carriers when they go to the supermarket and cash in on green clubcard points.

"It's an excellent invention and we're very happy to do our bit to help Justin win the challenge."

Mr Chieffo and his wife Michele run a website that sells and promotes British products - from handmade knitware, ethical clothing and accessories to stained glass and specialist handmade furniture.

Tycoon is on ITV1 every Tuesday.

In the last episode Mr Chieffo, who previously lacked confidence when pitching his idea to potential buyers, underwent a confidence building session with hypnotist Paul McKenna.

Later this month the public will vote to choose the winner of the competition.