Iceland has launched a trial that will the retailer reduce its plastic packaging by 93% across a range of fresh produce, including potatoes.

The trial launched in 33 of Iceland’s stores across London and the South East region and will offer customers the opportunity to buy 38 fresh fruit and vegetable lines in new packaging solutions that are either plastic-free or having a significantly reduced plastic content.

Iceland expects the trial alone to remove seven tons of plastic, reflecting the growing consumer appetite to reduce plastic consumption. The trial is the latest in a series of industry-leading initiatives launched by the retailer, which also committed to remove plastic from all own label products by the end of 2023.

The trial will see 29 plastic-free or reduced plastic solutions used for vegetables and fruit such as potatoes, carrots, mixed peppers and apples.

“We understand that consumers are particularly aware of the amount of plastic being used to package produce across industry and we’ve been working hard to develop user-friendly, sustainable alternatives. This trial is the largest ever of its kind and we are excited to see how consumers respond to the range of solutions provided. The trial is truly scalable, and our findings will help to further define our strategy for eliminating plastic across our produce offering,” said Richard Walker, managing director at Iceland.