Iceland will reintroduce its plastic-free packaging trial across 20 stores tomorrow, following the failure of two initial trials earlier this year.
The imminent trial is part of the British supermarket chain’s efforts to eliminate plastic from its own-label products by 2023.
The UK-based retailer’s first trial saw paper-band packaging for its bananas introduced, as well as a plastic-free greengrocer in Liverpool earlier this year.
As part of the trial, the company sold 35 items loose and 27 lines in various types of packaging, including compostable punnets, paper bags and cellulose nets, according to The Independent.
Iceland was forced to reintroduce plastic packaging for its bananas earlier this year after the first trial failed with shoppers.
The retailer proceeded with its greengrocer trial for three months but discontinued it in May after loose produce and alternative packaging failed to attract customers.
The supermarket chain is planning to introduce a new plastic-free greengrocer initiative with a focus on pre-packed produce across 30 stores later this year.
Iceland founder and CEO Richard Walker told the Press Association: “This is all part of the process – we’ve got to keep experimenting. It’s good to be upfront and open about the challenges.
“We’ve still got a mountain to climb and we’re still all on our own. No other supermarkets are following our lead.”
The retailer also removed 1,500t of plastic across the supply chain through various initiatives, starting with black plastic ready meal trays.