Environmental charities, Keep Britain Tidy and Waste Watch have merged after deciding it would be financially beneficial as the two organisations often chase the same sources of funding.

The merger follows a year-long strategic alliance between the two charities.

In a statement, the organisations said the decision will see the two charities work under the trading name Keep Britain Tidy, although both brand names will be retained.

Head of communications for Keep Britain Tidy, Sam Jarvis told edieWaste: "There are various ways the two organisations complement each other as there are many links between the programmes.

"It was decided that the two boards could be stronger together, as there are certain expertises that can be shared, such as the phasing out of Defra grants and expertise in campaigning and sharing of networks.

"Financially, it is also beneficial as the two organisations often chase the same sources of funding."

Phil Barton, current chief executive of Keep Britain Tidy (inc. £10.3m) will lead the newly-merged organisation, while Waste Watch (inc. £2m) chief executive Stewart Crocker, will continue to support the merged organisation as a consultant during its period of transition.

The merged organisation will keep its current Keep Britain Tidy office in Wigan and the Waste Watch office in London and no redundancies have been planned following the merger.