UK-based supermarket chain Iceland launches plastic free trial giving customers option to buy loose fruit and veg

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UK-based supermarket chain Iceland launches plastic free trial giving customers option to buy loose fruit and veg

February 27, 2019 - 04:46
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DEESIDE, UK, Feb. 26, 2019 (Press Release) -Deeside based Iceland has launched a trial giving customers the option of buying loose fresh fruit and vegetables at a cheaper price than plastic-packaged products in a greengrocer style aisle.

The trial has been launched today at Iceland’s Food Warehouse concept store in North Liverpool and will see 35 product lines sold loose and another 27 switched to plastic-free packaging alternatives.

Plastic-free packaging for fruit and veg, includes paper bags with a tracing paper window, cotton and cellulose nets for satsumas and onion, compostable, plant-based moulded fruit punnets, and reusable rubber, plant-based bands for products such as celery and spring onions.

New in-store operations including weighing and ticketing facilities, staff training and bespoke point-of-sale materials have been designed to inform customers about the trial.

A customer survey will gather feedback during the 12-week trial and insights will be shared with Defra to support the government’s ongoing research and consultation around excessive waste.

Richard Walker, Iceland’s managing director, said: “Over 12 million tonnes of plastic enters the world’s oceans every year and the retail industry can no longer ignore the plastics tidal wave which is coming our way. 

“We all have a part to play in tackling the issue and Iceland is constantly looking for ways to reduce its own plastic footprint, as we work towards our commitment. We are looking forward to seeing how our customers respond to the trial and taking forward learnings to inform the rest of our journey.”