The Biomedia product, which is produced by G3S subsidiary Biomedia, is an entirely biodegradable and recyclable print media, which the company believes can replace PVC wide-format applications.

The Portsmouth-based company launched Biomedia a year ago but has kept it at a low profile until now.

It recently added translucent plastic for light boxes, used to backlight promotional displays and biodegradable fabrics for flags and canvas, completing its range.

According to Biomedia senior marketing manager Simon Brinsmead, Tesco is currently testing the product.

He said: "We will obviously go to specifiers as we can print the products at our own site, but if an end user doesn't want to change printer that is fine, we will also sell the material to other printers as well."

Aside from its environmental credentials, Biomedia has the same properties as other substrates used for printing. In landfill the material will biodegrade to dust in under five years.

Products in the range include BioBanner, a replacement for traditional PVC used in roller banners and pop-up exhibition stands and BioRigid, a rigid printable alternative to Foamex.

Sales director Mark Sanderson added: "The biggest hurdle we have is changing the thoughts of those that believe recycled or biodegradable products are inferior to what they use currently.

"This simply isn’t true, Biomedia will not biodegrade until placed within landfill conditions and therefore is comparable to any product available on the market today."

Biomedia will be at In Store Show at London Olympia on 29-30 June exhibiting the material.