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.
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.”