Iceland is rolling out new and reinforced versions of its paper carrier bag, which has been bolstered by “new technology” and designed to be more durable.

The frozen food specialist’s chief executive Richard Walker took to social media to post a photo of the new bag alongside the caption, “sexy”.

In response to concerns from shoppers about the structural integrity of the bag when “it’s pouring down with rain”, Walker replied: “This is new technology, waterproof and performs really well with frozen food and rain!”

Sexy ♻️ pic.twitter.com/QIPtkth4v5

— Richard Walker (@icelandrichard) March 13, 2024

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A spokesperson for the grocer confirmed: “At Iceland, we have been rolling out a new and improved design on our existing paper bags. The new paper bags have been designed with new technology. They are splash-proof, easier to carry and reuse, and perfect for carrying frozen food,” reported the Mirror.

Iceland’s latest innovation comes after it became the first UK supermarket to launch plastic-free reusable woven bags, expanding its alternatives to traditional plastic bags in 2022.

The supermarket was the first UK supermarket to trial plastic bag-free stores in 2019.