Iceland is claiming to be the first major UK supermarket to sell mince pies free from plastic packaging.
The Luxury Mince Pies launch next week and are part of the supermarket’s new festive range of 42 products, that contain no plastic packaging.
Over the past two years, Iceland has sold all three Christmas dinner courses in reduced plastic packaging, as part of its wider pledge to remove plastic from all own-label products.
The supermarket has also redeveloped the packaging, significantly reducing or removing superfluous plastic from festive favourites including its Christmas Pudding and Iced Christmas Cake.
The new packaging solutions include materials such as parchment paper, foil trays, carton board and card packaging.
The move comes as Iceland recently announced its commitment to be plastic neutral from 2022, achieving this through offsetting its remaining plastic footprint as it continues its target to remove all plastic packaging from own-label products.
“We’re delighted with what we’ve achieved this year – significantly increasing the number of products free from plastic packaging in our Christmas range,” Iceland Foods managing director Richard Walker said.
“Our team continues to innovative in order to find alternatives to plastic, and it’s testament to their dedication and tenacity and to our suppliers that we are making real progress.
“Our mince pies are not just helping us win awards, but now they’re helping us to reach our target of eliminating plastic from our own-label range – making them a true Christmas gift this year.”