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Massive frozen food retailer, Iceland, has committed to remove plastic packaging from its own brand products. The target deadline to accomplish this goal is 2023, as stated in the company’s announcement ‘It’s Time to Put a Freeze on Plastic‘.

The announcement by Iceland means that they will become the first major retailer to accomplish such a aim.

We’re becoming the first UK retailer to go #PlasticFree in its own-label product range by 2023. Are you with us? #TooCoolForPlastic

— Iceland Foods ❄️ (@IcelandFoods) January 16, 2018

Managing director, Richard Walker, writes on the announcement:

On plastics, customers currently don’t have a choice and we want to give them one. All of them. We’re a mass market value retailer, but we don’t think that concern for the environment is confined to those who can afford to shop at Whole Foods or Waitrose. Our consumer research supports this belief, with 80% of those interviewed saying that they would support a supermarket that decided to go plastic-free.

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