GEN orange

An ap-peel-ing new label concept at M&S

Premium retailer Marks and Spencer will release the UK’s first laser-labelled fruit this week.

Oranges tattooed with a label using laser technology will be in selected stores across the country, with the retailer waiting for customer reactions before rolling it out to other produce.

The laser labels are being touted as an eco-friendly alternative to paper labels, and are already being trialled in Europe, M&S said.

Using them on oranges will initially save seven tonnes of packaging and 'reduce frustration' at check out points when paper labels sometimes come off.

“The technology has the potential to go beyond fruit labelling – in the future we could use it for putting personalised messages on fruit and vegetables for seasonal events or faces on pumpkins to act as a guide when cutting Halloween lanterns,” said M&S agronomist, Andrew Mellonie.

“I first heard about the technology when I read about it in a trade magazine and I knew we had to get involved. It’s a great way of not only getting rid of fiddly sticky labels but will also help to reduce packaging waste,” he added.

The laser removes the pigment from the fruit’s surface by etching an image or text, without damaging the skin or flesh. The technology has been used in Europe since the process was legally approved by the EU for fruit skin in June 2013, and has previously been used on melons, apples and nuts.

M&S said it explores innovative packaging as part of its Plan A commitment to become the most sustainable retailer. In the past it has launched a tab in berry packaging to prolong shelf life.