Iceland has revealed the first ranges that are expected to save a total of 150 tonnes of plastic every year, following its vow to eliminate plastic packaging by the end of 2023.
The new street food and children’s range – Mumbai Street Co and Hungry Heroes – will launch on 19th February, as part of the plastics-free initiative in its own-brand products.
The retailer said it has used the “latest technologies to create packaging for the new ranges” comprising paper based trays which are recyclable through domestic waste collection or in-store recycling facilities.
Iceland managing director, Richard Walker, commented: “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.
“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.”
The launch marks a “landmark” partnership with Alder Hey Children’s Charity with five pence from every pack of Hungry Heroes (£1.59 – £2.00) going to the cause.
The children’s meals include convenient versions of dishes which families like to cook from scratch at home, and were developed in collaboration with Channel Mum.
According to the company, the range goes “against the current trend of hiding vegetables” and contains no added sugar, additives or preservatives.
Iceland head chef, Neil Nugent, who developed the new ranges, added: “These are two of our biggest own-brand launches to date and are a culmination of a year of research and development.
“Hungry Heroes has been developed with kids’ favourite dishes in mind and we are delighted that it will also benefit the Alder Hey Children’s Charity.
“Mumbai Street Co was informed directly by Britain’s changing eating habits and we are the first retailer to launch an Indian street food range. This is high quality, well-researched food, all wrapped in sustainable packaging.”
