Supermarket giant Iceland has announced it will reduce plastic packaging from its fresh produce by 93 percent as part of a new trial.
The frozen food retailer will begin the test with 33 stores in London and South East, across 38 fresh fruit and vegetable lines, saving an estimated seven tonnes of plastic.
Iceland also aims to remove all plastic packaging from its own-label range 'completley' by the end of 2030 as part of its #TooCoolForPlastic campaign.
According to Retail Gazette, Richard Walker, Managing Director at Iceland, said: "We understand that consumers are particularly aware of the amount of plastic being used to package produce across the industry and we've been working hard to develop user-friendly sustainable alternatives.
"This trial is the largest ever of its kind and we're excited to see how customers respond to the range of solutions provided. The trial is truly scalable, and our findings will help to further define our strategy for eliminating plastic across our product offering.
"Most importantly, customers will not have to pay a premium for the plastic-free or reduced-plastic products as prices will remain exactly the same, and we're proud to be democratizing choice in this way."
You can read Iceland's commitment to reducing plastic packaging here