New label helps shoppers dodge plastic

The international marketing magazine for fresh produce buyers in Europe
Fred Searle

BY FRED SEARLE

New label helps shoppers dodge plastic

‘Trust mark’ will show consumers which products have plastic packaging to help them seek more sustainable alternatives

New label helps shoppers dodge plastic

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The world’s first plastic-free “trust mark” is being adopted by supermarkets from this month to show shoppers which products contain plastic in their packaging.

The ‘Plastic Free’ label will feature on food and drink products to make it easier for consumers to identify greener products at a glance.

Developed by environmental campaigners A Plastic Planet, the new labelling will be adopted by UK supermarket Iceland, Dutch retailer Ekoplaza and tea brand Teapigs this month, with hopes that others will follow their lead.

Iceland’s involvement in the new scheme is part of its commitment to eliminate single-use plastic packaging from all of its own-brand products by 2023.

Vegetable burgers, own-brand eggs and cottage pie will be the first Iceland products to sport the new label, according to The Telegraph, and the retailer says this will remove more than 600 tonnes of plastic from circulation annually.

Soft fruit, mushrooms and potatoes are also expected to ditch plastic packaging this summer.

“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,” A Plastic Planet’s co-founder Sian Sutherland told The Telegraph. “Finally shoppers can be part of the solution not the problem.”

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