Supermarket chain Iceland is taking the first steps this week towards cutting plastic packaging across fresh produce by 93 per cent.

The retailer, which has stores in Gloucester and Cheltenham, has committed to eliminate plastic from its own-label products by the end of 2023, as reported by Packaging Gateway.

During the first week-long phase of the trial, Iceland will offer new plastic-free packaging or packaging with low plastic content for 38 fruit and vegetable lines at 33 stores in London and the South East.

The second phase of the trial will be launched on 4th March and include a plastic-free banana packaging trial, after an earlier trial failed.

Iceland is planning to eliminate at least 7 tonnes of plastic during the trials.

The company said it had been working hard to find user-friendly and sustainable alternatives to plastic. The results of the trial will help it to eliminate plastic across fresh produce company-wide.

Iceland has committed to keeping prices the same for all plastic-free and reduced plastic products.