Iceland is among the first supermarkets to introduce the new ‘trust mark’ that shows shoppers which food packaging has no hidden plastic in it

This article is more than 2 years old

This article is more than 2 years old

A new plastic-free “trust mark” is being introduced today, allowing shoppers to see at a glance whether products use plastic in their packaging.

The label will be prominently displayed on food and drink products, making it easier for consumers to choose greener alternatives.

UK supermarket Iceland and Dutch supermarket chain Ekoplaza - which introduced plastic-free aisles earlier this year – will start using the new labelling, alongside Teapigs teabags, but campaigners hope others will follow suit.

“Our trust mark cuts through the confusion of symbols and labels and tells you just one thing – this packaging is plastic-free and therefore guilt-free,” said Sian Sutherland, co-founder of A Plastic Planet, the campaign group behind the scheme.

As well as items obviously wrapped in plastic, scores of everyday products – from tinned beans to tea bags – have some plastic in their packaging.

Sutherland said she hoped the new labelling system would revolutionise the way people shop and lead to a radical reduction in plastic waste.

“Finally shoppers can be part of the solution not the problem,” she added.

Quick guide Plastics and our throwaway society Show Hide Why is plastic being demonised? Since the 1950s, 8.3bn tonnes of plastic has been produced. Plastic is seen as a versatile, indispensable product, but the environmental impact is becoming more stark. Plastic is now so pervasive that recycling systems cannot keep up and the leakage into the environment is such that by 2050 plastic in the ocean will outweigh fish. In 2017 scientists found plastic fibres in tap water, and plastic has been found in the stomachs of sea creatures in the deepest part of the ocean. Most plastic waste ends up in landfill sites or leaks into the natural environment, where it is causing huge damage to eco-systems on land and sea, creating near permanent contamination. According to academics in the United States, by 2015, of all the plastic waste generated since the 1950s, only 9% has been recycled, with 12% incinerated and 79% accumulated in landfill sites or the environment. Why are the supermarkets under fire? Producers of plastic include retailers, drinks companies and supermarkets. Supermarkets create more than half of the plastic waste in the household stream in the UK. But they refuse to reveal how much they put on to the streets and how much they pay towards recycling it. Supermarkets are under pressure to reduce their plastic packaging and campaigners argue they have the power to turn off the tap. Much of the packaging they sell to consumers is not recyclable: plastic film, black plastic trays, sleeves on drinks bottles and some coloured plastic. The Recycling Association and other experts believe supermarkets could do much more to make packaging 100% recyclable and reduce the use of plastic. Who pays to clean up the waste? The taxpayer, overwhelmingly. UK producers and retailers pay among the lowest towards recycling and dealing with their waste in Europe. In other countries, the “polluter” is forced to pay much more. In France, a sliding system of charges means those who put more non- recyclable material on the market pay more. What can shoppers do to help? Supermarkets are under pressure, not least from the prime minister, to create plastic-free aisles. A growing number of zero-waste shops are springing up and consumers are being encouraged to ask for products to be sold without plastic. Sandra Laville Photograph: ermingut/E+

There has been growing concern about the devastating impact of plastic on the oceans and wider environment. Plastic pollution is now so widespread that it has been found in tap water, fish and sea salt – with unknown consequences for human health.

Iceland will begin to adopt the new labelling system on relevant own-label products this month, and roll it out across its range, which it has said will be free of single-use plastic packaging by 2023.

Ekoplaza said it would be rolling out the trust mark in 74 outlets across the Netherlands.

A Plastic Planet has been campaigning for supermarkets to introduce plastic-free aisles and there has been growing pressure on the major retailers to do more to tackle the problem.

Earlier this year the Guardian revealed that supermarkets are responsible for 1m tonnes of plastic waste a year.

Iceland managing director, Richard Walker, said: “With the grocery retail sector accounting for more than 40% of plastic packaging in the UK, it’s high time that Britain’s supermarkets came together to take a lead on this issue.

“I’m proud to lead a supermarket that is working with A Plastic Planet to realise a plastic-free future for food and drink retail.”