An online open innovation platform seeking ideas from innovators to help green up the products, has been launched by beer giant Heineken.

Heineken's Ideas Brewery has set the first challenge asking innovators to submit their ideas for sustainable beer packaging, which will be assessed based on the criteria of innovativeness, feasibility and number of votes from the online audience, packagingnews.co.uk reported.

The company plans for new ways to distribute or transport the packaging in a sustainable manner and looks to re-use or recycle beer packaging; new, sustainable packaging materials.

The latest announcement by Heineken follows similar moves last month by Unilever and Procter & Gamble.