Iceland has become the first major UK retailer to commit to eliminating plastic packaging from all its own-brand products within five years. The supermarket chain, known for its frozen food, aims to replace plastic with paper and pulp trays and paper bags that are recyclable through domestic waste collections or in-store facilities.
Managing director Richard Walker said the move is a response to the global plastic pollution crisis, with a truckload of plastic entering oceans every minute. He stated that retailers have a responsibility to take a stand and deliver meaningful change, noting that alternatives are now technologically and practically feasible.
The announcement follows a survey where 80% of 5,000 respondents supported the plastic-free initiative. Iceland has already removed plastic straws from its own-label range and will introduce paper-based food trays in new ranges over the coming months.
Environmental campaigners have welcomed the pledge. Greenpeace UK executive director John Sauven called it a “bold pledge” and urged other retailers to follow suit. The move aligns with the government's 25-year environmental strategy, which includes extending the plastic bag levy and exploring charges on single-use containers.
Samantha Harding from the Campaign to Protect Rural England praised Iceland for laying a path for other supermarkets, highlighting the retailer's support for a deposit return system and its commitment to go plastic-free by 2023 without burdening the environment.
