M&S launches £1 million bid to make its cows' wind greener to reduce methane ... trends now

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It might sound like a load of hot air. But Marks and Spencer is spending £1million in order to make its cows' burps and farts more eco-friendly.

The High Street giant said it will work with farmers in its supply chains to introduce a new feed into their cattle's diet to reduce the amount of methane they produce.

M&S claims the move can slash up to 11,000 tons of greenhouse gas emissions annually, reducing the carbon footprint of its fresh milk by 8.4 per cent.

Chief executive Stuart Machin said: 'I talk a lot about the 'magic of M&S' - and a key part of this is our commitment to innovation.

'It's in our DNA and, along with our unique model of own brand, long term supplier partnerships, it's how we deliver the quality and trust our customers expect from us.'