Iceland is to launch a loose fresh produce trial, the latest milestone in the retailer’s commitment to remove plastic packaging from all own label products by the end of 2023.
The trial will launch in one of Iceland’s larger concept stores, the Food Warehouse in North Liverpool, and offer customers the choice of buying loose produce instead of plastic-packaged products.
Understanding that perceptions of price can be a key barrier to purchasing loose produce, the retailer has confirmed that the prices of loose product will be less than those of packed equivalents in order to encourage take-up.
The trial will involve a range of plastic free solutions, including paper bags with a tracing paper window, cotton and cellulose nets and compostable punnets.
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