Iceland has launched the first ranges that are part of its initiative to eliminate plastic packaging from all of its own brand products by the end of 2023. The new Mumbai Street Co and Hungry Heroes will save a total of 150 tons of plastic every year, while providing shoppers with great value, quality food, and environmentally friendly packaging.
The retailer has used the latest technologies to create packaging that consists of paper based trays that are recyclable through domestic waste collection or in store recycling facilities. The Managing Director, Richard Walker is the one driving this initiative and he wants to prove the potential for the entire supermarket retail sector to go plastic free.
“We’ve been working on our plastic-free pledge for the last 18 months and wanted to quickly demonstrate our commitment to it. The launch of these latest ranges in new recyclable board trays is just the start of Iceland’s journey to becoming plastics-free,” said Richard Walker. “The ranges have been carefully developed so that shoppers can now enjoy fantastic quality food at great prices, without future generations having to pay for their dinner.”
This launch also marks a partnership with Alder Hey Children’s Charity, which will receive five pence from every pack of Hungry Heroes, priced from £1.59 to £2.00, sold. This range is especially designed for children and it contains nutritionally balanced meals developed in collaboration with Channel Mum, which are versions of familiar dishes cooked at home. The vegetables are also completely visible in the dishes and have no added sugar, additives, or preservatives.
Iceland has also developed a second range – Mumbai Street Co – that contains street food dishes priced at £1.50 each or 4 for £5. There are 16 easy to cook Indian street food ‘small plates’ available that reflect the flavours found on the streets of Mumbai, such as Goan Pulled Pork and Keema Hotpot.
The plastic elimination initiative was developed in consultation with Greenpeace. Following Iceland’s pledge, 200 MPs from seven different political parties have written to the Chief Executives of the UK major supermarket chains urging them to eliminate plastic packaging from their products by 2023.
