Drinks giant Diageo has launched a range of flavoured, edible straws to accompany its line ready-to-drink canned serves, as drinks and hospitality firms look for new ways to advertise their eco-friendly credentials to consumers.

Each straw is made to complement one of the company’s RTD offerings, with four flavours on offer including lemon, lime, strawberry, and chocolate. They will be sold through retailer 31Dover later this year.

The launch comes after Pernod Ricard announced its intention to launch a similar product earlier this year.

Back in April, Pernod Ricard announced plans to collaborate with edible plastics company Loliware to produce the “straw of the future”. The firm produces a plastic cup made from edible materials derived from seaweed and has just launched a drinking straw made from the same hyper-compostable matter.

A number of firms within the industry like Diageo, as well as bars and hotel groups including Hilton and Marriott, have pledged to remove straws from their businesses.Pernod Ricard and Diageo both announced they would be bringing an end to the use of plastic straws and stirrers, banning them within all parts of their operations worldwide while encouraging their affiliates to do the same.