Supermarket Iceland is trailing the removal of plastic packaging from its fruit and vegetable lines at one of its largest UK stores, in a bid to gauge whether consumers are willing to buy loose produce.

Launched today (26 February) at Iceland’s Food Warehouse in Liverpool, the 12-week trial will see 35 produce lines sold loose and a further 27 switched to plastic-free packaging alternatives, such as recyclable paper pulp punnets for soft fruits and cotton nets for onions.

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(Photo credit: edie newsroom)