Soft plastics including clingfilm, biscuit wrappers and carrier bags can now be recycled at the Co-operative store in Exmouth.
The outlet in Exeter Road is one of 30 in the south of England to where special bins are being rolled out.
It is hoped that the trial will enable customers to safely dispose of materials that cannot be recycled at home.
Southern Co-op chief operating officer for retail Simon Eastwood said: “A lot of work has been done behind the scenes to reduce unnecessary packaging, and to switch to recyclable materials wherever possible.
“This is the next step as it will mean all Co-op own brand packaging will be easier to recycle in store or via council kerbside collection.
“We would urge all our customers and members to make use of these new recycling points.
“Simply give it a quick clean, scrunch it up to test if it is soft plastic, and pop it into store. It doesn’t even have to have been bought in-store to be recycled with us.”
All store waste is already diverted from landfill with dry mixed items separated for recycling and food broken down to produce biogas and bio-fertiliser through anaerobic digestion.