Procter & Gamble is planning to give one of the US’s biggest food groups access to its industry-leading packaging and design skills in one of the most ambitious co-operation deals struck by the world’s biggest seller of consumer goods.

ConAgra, which makes Orville Redenbacher’s popcorn and Hebrew National frankfurters, will be allowed to use P&G packaging – from non-splatter valves on plastic bottles to wrappings – to make its products more user-friendly.