The world’s first plastic-free Trust Mark will be implemented into supermarkets this month, with the aim of helping consumers know which products are placed in environmentally-friendly packaging.
Iceland will be the first supermarket to include this mark on its own-label products as part of its commitment to phasing out single-use plastic packaging of all its own products by 2023.
The Trust Mark was developed by environmental campaigners A Plastic Planet, who are also calling for plastic-free aisles in every supermarket.
A Plastic Planet co-founder Sian Sutherland said: “Our Trust Mark cuts through the confusion of symbols and labels and tells you just one thing – this packaging is plastic-free and therefore guilt-free. Finally shoppers can be part of the solution not the problem.”
The first products to feature this Mark include Iceland’s own-brand eggs, cottage pie and vegetable burgers, which the supermarket believes will cut 600 tonnes of plastic in circulation annually.
Iceland managing director Richard Walker said: “With the grocery retail sector accounting for more than 40 per cent of plastic packaging in the UK, it’s high time that Britain’s supermarkets came together to take a lead on this issue.
“I’m proud to lead a supermarket that is working with A Plastic Planet to realise a plastic-free future for food and drink retail.”