New label to help UK shoppers choose plastic-free products

Iceland is among the first supermarkets to start using the label

By Priyanka Shrestha

A new plastic free “trust mark”, claimed to be the first in the world, has been launched to help UK shoppers identify which products use eco-friendly packaging.

Developed by environmental campaign group A Plastic Planet, it will be displayed on food and drink products.

UK supermarket Iceland, Dutch retailer Ekoplaza and tea brand teapigs are among the first companies to start using the label.

Iceland will adopt the trust mark on some of its own-label products this month before rolling out across its range as it aims to eliminate single-use plastic packaging by 2023.

The first products to feature the label include its eggs, cottage pie and vegetable burgers, delivering a reduction in plastic usage of more than 600 tonnes a year.

Sian Sutherland, A Plastic Planet Co-Founder said: “Now we all know the damage our addition to plastic has caused, we want to do the right thing and buy plastic-free. But it is harder than you think and a clear no-nonsense label is much needed.

“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. Finally shoppers can be part of the solution, not the problem.”