Iceland has become the first UK supermarket to launch plastic-free packaging for its Pink Lady apples, as it continues to reduce its plastic packaging footprint.
Paperboard packaging will replace the plastic format, with the new format being rolled-out across all its stores in the UK, saving seven tonnes of plastic per year.
Iceland will monitor customer response, as it continues to gather insight into how consumers respond to plastic free packaging alternatives.
This is the latest in a series of industry leading trials by the business. In October 2020, Iceland launched plastic-free packaging trials for button mushrooms and baby new potatoes which have performed well, with customers providing positive feedback. As a result, Iceland will be rolling out further trials across additional mushroom and potato products during April and May.
Richard Walker, Managing Director of Iceland, said: “We are continuing to innovate our packaging as we continue on our journey to completely remove plastic from our own-label ranges by the end of 2023. We have worked hard to ensure this new paperboard packaging for our Pink Lady apples does not compromise the quality of the product whilst helping to reduce our plastic footprint.
“It’s great to see positive customer feedback to our plastic-free packaging trials with produce such as mushrooms and potatoes. Every successful trial continues to support the permanent rollout of plastic-free alternatives and takes us another step towards meeting our commitment.”