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  • Iceland is launching heavily reduced plastic packaging for five own-label ice cream products
  • The switch in packaging has the potential to save a combined total of more than 80 tonnes of plastic per year for the supermarket 

Iceland is launching more own-label products with heavily reduced plastic packaging, as the supermarket continues to tackle the issue of plastic.

The supermarket is launching carton board seda packaging for its Made in Italy ice-cream range, which will see a 92% plastic reduction compared to the previous packaging and deliver an 84.5 tonnes annual plastic reduction.

The new packaging will be launched across five flavours – Italiano Vanilla, Italiano Caramel Swirl, Italiano Mint Chocolate Chip, Italiano Triple Chocolate, Italiano Strawberries & Cream – and will be available in stores across the UK.

Iceland will monitor customer feedback for its new packaging across stores, continuing to gather insights into how consumers respond to plastic-free packaging alternatives.

Richard Walker, Managing Director of Iceland, said: “Reducing our plastic footprint continues to remain a high priority for Iceland as we redevelop our own-label packaging. Our team of experts and suppliers are developing innovations that are leading the way in our industry.”

“Despite the challenges we have faced reducing our plastic packaging, we are still showing other businesses that it is possible to significantly reduce plastic packaging across products that were once covered in the material. This is a long journey and we are still striving towards a future without the heavy reliance on plastic.”

For further information on Iceland’s plastic reduction progress to date, please visit

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