The world’s first Plastic Free Trust Mark has been launched to help food and drink companies promote products that are packaged without any plastic.
The Trust Mark was developed by environmental campaign group A Plastic Planet and will be initially used in the UK by supermarket Iceland and tea brand Tea Pigs.
The aim is to make it as easy as possible for consumers to make plastic-free choices by providing a highly visible label.
‘Cutting through the confusion’
Iceland will begin using the label on some of its own-brand products from June. The supermarket retailer has pledged to eliminate plastic packaging on all of its own-brand products by 2023.
Sian Sutherland, co-founder of A Plastic Planet, said: “Now we all know the damage our addiction to plastic has caused, we want to do the right thing and buy plastic-free. But it is harder than you think and a clear no-nonsense label is much needed.
“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.”
In a statement, Tea Pigs said: “Hopefully this is just the start of exciting things to come – more innovation, and more likeminded brands and consumers making positive switches towards reducing our reliance on single-use plastic.”
A Plastic Planet has also produced a resource library with downloadable guides on alternative packaging materials.