BUDDING entrepreneurs Justin and Michelle Chieffo, from Worcester, who appeared on the ITV show Tycoon, have signed up to help Sainsbury's promote the re-use of carrier bags.

Less than a year ago, the husband and wife team from Drake Avenue, Dines Green, came up with the 'little bag of bags' (known in the programme as the Be-Eco bag) after their five-year-old son, Luc, completed a recycling project at school.

And from next month, following a deal clinched with the help of multi-millionnaire businessman Peter Jones, the bag holders will be available at hundreds of Sainsbury's stores.

The invention - already available in Tesco and Lakeland - makes it easier to remember taking re-usable bags to the shops, and simpler to store bags.

The couple said: "We are on an unbelievable path after meeting Peter Jones that has led us to a life-changing deal with Sainsbury's, and working with them to create the little bag of bags'. It has always been a dream of ours to be able to develop a business that will help the environment as well as supporting the people who produce our products, which are Fairtrade."

Mr Jones said: "I am very proud of the achievements of Justin and Michelle and was delighted to work with them on my Tycoon TV show and since.

"Their business is really taking off, which is great to see."