- Becky Ebenkamp

As conservation becomes a more important consideration in people's purchase decisions, consumer brands and retailers are realizing they can reap rewards, too: Less waste means more green (both kinds).

Hefty is the latest brand to shrink its package sizes, which will accommodate more of its SKUs on store shelves. The new "Space Saver" packaging will be applied to all Hefty drawstring waste bag products and will roll out over a nine-month transition period. They are already on shelves in Wal-Mart.

Space Saver packages are 40% smaller, but contain the same number of bags. Additionally, the Space Saver packaging is made of 100% recycled paperboard. Long term, Space Saver packaging could apply across various Hefty products.

While Hefty won't change its current advertising to play up the eco feature, marketer Pactiv is adding a sunburst and a graphic to Space Saver packages to assure consumers that they are getting the same size and sturdiness.

"It's the same bag they've always had," said Hefty spokesman Chuck Merritt. "They just found a more efficient way to package it."