Iceland to reduce plastic packaging in fruit & veg by 93%

Iceland Richard Walker plastic packaging waste trial
The frozen food retailer said 33 of its London and South East stores will include the trial
// Iceland introduce new trial to remove 93% plastic packaging from fresh produce
// The trial begins this week across 38 fresh fruit & vegetable lines
// Iceland has committed to removing all plastic packaging from own-label brands by end of 2023

Iceland has revealed it will be reducing plastic packaging by 93 per cent across its range of fresh produce as part of a new trial.

The frozen food retailer said 33 of its London and South East stores will include the trial, which will see it remove or significantly reduce the plastic content in packaging across 38 fresh fruit and vegetable lines from this week.

The first phase of the trial will see 29 lines offer plastic-free or reduced-packaging options, with 11 more lines being introduced from March 4.


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Iceland aims to remove seven tonnes of plastic thanks to the trial, which “reflects the growing consumer appetite to reduce plastic consumption”.

The retailer has also committed to removing all plastic packaging from its own-label brands by the end of 2023.

“We understand that consumers are particularly aware of the amount of plastic being used to package produce across the industry and we’ve been working hard to develop user-friendly, sustainable alternatives,” Iceland managing director Richard Walker said.

“This trial is the largest ever of its kind and we’re excited to see how customers respond to the range of solutions provided.

“The trial is truly scalable, and our findings will help to further define our strategy for eliminating plastic across our product offering.

“Most importantly, customers will not have to pay a premium for the plastic-free or reduced-plastic products as prices will remain exactly the same, and we’re proud to be democratising choice in this way.”

During the key Christmas period, Iceland switched its Christmas dinner packaging to offer customers the choice of a plastic free or reduced plastic packaging in a bid to progress its sustainability initiatives.

It replaced packaging on 18 Christmas products with recyclable paper wrap.

Iceland said the new products had 97 per cent less plastic packaging than in previous years.

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