Frozen foods retailer Iceland has launched a trial campaign to reduce the plastic packaging on 38 fresh fruit and vegetable lines by 93%.
The retailer has initiated the trial in 33 stores in London and the South East of the UK, and has introduced a new form of packaging that is either plastic free or has a significantly reduced plastic content.
The trial forms part of Iceland's bid to remove plastic from all its own-label products by 2023.
An estimated seven tonnes of plastic will be removed as a result of the trial, and up to 440 tonnes could be removed if the trial proves successful and is rolled out.
Phase one of the trial, which commenced on 22 January, has seen 27 products launched in redeveloped packaging, with a further eleven products set to be added in phase two, which launches on 4 March.
“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," commented Iceland managing director Richard Walker.
"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 produce offering."
© 2020 European Supermarket Magazine – your source for the latest retail news. Article by Stephen Wynne-Jones. Click subscribe to sign up to ESM: European Supermarket Magazine.