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November 27, 2019

Iceland launches plastic-free Christmas food range

UK supermarket chain Iceland has launched a plastic-free packaged Christmas food range, supporting its commitment to eliminate plastic packaging from its own-label products by the end of 2023.

By Deborah Williams

UK supermarket chain Iceland has launched a plastic-free packaged Christmas food range, supporting its commitment to eliminate plastic packaging from its own-label products by the end of 2023.

Available in-store and online, the 18-product plastic-free Christmas range includes Luxury Beef Wellington, Stuffing Balls and Luxury Black Forest Layered Pavlova.

Iceland has also launched a reduced-plastic Christmas range consisting of nine products including a Perfect Turkey Crown, Three Bird Roast and Stuffed Turkey Breast Joint.

In total, the two ranges of plastic-free and reduced-plastic products contain 97% less plastic packaging than in previous years.

Iceland managing director Richard Walker said: “We’ve been working hard all year to develop alternative packaging solutions and I’m proud to be offering Iceland customers the choice of plastic-free Christmas products.

“Christmas is a crucial time of year which sees retailers go head to head on product innovation, and we were keen to incorporate our sustainability efforts into this. We know that there is a significant appetite for reduced plastic packaging and that plastic consumption increases significantly at Christmas, so we were keen to take on the challenge and demonstrate to the industry and our consumers that it’s possible to have a sustainable Christmas.

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“The development of the new range has involved exploring and testing hundreds of alternatives, before developing a series of new-to-market solutions which have either significantly reduced, or entirely removed, plastic from the packaging of our new Christmas range.”

Iceland said it has removed more than 2,100 tonnes of plastic from its own-label packaging since the announcement of its pledge last year. The company said it plans to increase this figure significantly in 2020.

As part of the pledge, Iceland has removed plastic packaging from its street food and children’s ranges and bananas and used the world’s first plastic-free label. It has also operated trials for an in-store plastic-free Iceland greengrocer aisle, the complete removal of plastic bags from its Hackney, London store and seen its reverse vending machine trial recycle one million plastic bottles since its introduction in May 2018.

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