Iceland has launched a trial to reduce plastic packaging on fresh produce by 93% in a move that could remove up to 440 tonnes.
The trial launched this month in thirty-three of the retailer’s stores across London and the South East region.
It will offer customers the opportunity to buy thirty-eight fresh fruit and vegetable lines in innovative new packaging solutions that are ether plastic-free or have a significantly reduce plastic content.
The trial will see twenty-nine plastic-free or reduced plastic solutions used for the first time in the UK, and will include apples, mixed peppers, potatoes and carrots in plastic-free packaging.
The two solutions have been developed and tested in partnership with Iceland’s produce and packaging suppliers and the trial represents the culmination of months of development.
Phase one of the trial will see twenty-seven products launched in redeveloped packaging, with a further eleven products being added in Phase Two which will launch in March.
Phase two will see the rollout of new fixtures for bananas, a third iteration of the first trial for plastic-free bananas which initially proved to be unsuccessful.
“This trial is the largest ever of its kind and we’re excited to see how customers respond to the range of solutions provided,” said Iceland MD Richard Walker.
“The trial is truly scalable and our findings will help to further define our strategy for eliminating plastic across our produce offering.