A plastic-free supermarket aisle has been unveiled in Amsterdam, which will see more than 700 products without plastic packaging become available, prompting calls for UK retailers to follow suit.

The reportedly “world-first” plastic-free aisle has been set up in a new metro-sized pilot store of supermarket chain Ekoplaza, with products available including meat, rice, sauces, dairy, chocolate, cereals, fruit and vegetables.

Environmental group, A Plastic Planet, has hailed the initiative as a “landmark moment” for the global fight against plastic pollution, and co-founder Sian Sutherland called for UK supermarkets to introduce aisles without plastic packaging.

Earlier this year, Iceland pledged to eliminate plastic from all its own-brand packaging by 2023, with an array of UK retailers making similar announcements.

Prime Minister Theresa May also announced the Governments 25-year environment plan, including plans for plastic bags.

Speaking to The Times newspaper, former chief executive of Asda, Andy Clarke, urged supermarkets to “take the plastic-free plunge and start by examining how Ekoplaza had achieved it in its Amsterdam branch”.

According to reports, Ekoplaza will roll out plastic-free aisles across its 74 branches by the end of this year.