The Kent Messenger Group has invested £750,000 in a pioneering move that will see all its paid-for titles sold wrapped up in polythene.

Newspaper bosses say the development will make the multi-section papers more attractive to readers, keep stock in good condition, be better for retailers and pave the way for easier distribution of leaflets or supplements.

Polybagging of what is Britain's biggest selling weekly newspaper is part of the Kent Messenger Group's drive to increase its returns from the retail market, particularly in sales from the supermarkets and multinational outlets, by offering an improved product.

Editorial director Simon Irwin said: "In business terms it should reduce the waste through damage to stock by protecting the physical integrity – and the appearance – of the newspapers.

"And readers will know that when they buy the paper, all the supplements will be there.

"It is part of ongoing developments of our newspapers."

The Maidstone-based group's Ferag/CMC Polybagging installation was introduced this month at its Larkfield headquarters, allowing it to bag the weekly multi-section, paid-for titles.

Operations director Duncan Gray said: "While many nationals already do this, we are the first regional newspaper group to polybag its editions."