New labeling will assist shoppers in buying food and drinks that aren’t packaged in plastic. Campaign group A Plastic Planet is behind what’s called the Plastic Free Trust Mark, adopted thus far by some supermarket chains and a tea company. The campaigners are hoping that the labeling will inspire more retailers to jump on the plastic-free bandwagon.

Sometimes it’s obvious that the food item you’re about to buy is wrapped in plastic — other times, not so much. For example, the discovery that most of the tea bags in Britain contained plastic shocked consumers. A Plastic Planet co-founder Sian Sutherland told The Guardian, “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.”

The new Plastic Free Trust Mark could help shoppers discern whether or not there’s plastic in packaging with a quick glance. According to U.K.-based tea brand Teapigs, one of the early adopters of the new labels, there are several alternative materials to use in accredited packaging: glass, metal, wood pulp, compostable biomaterials and carton board. Sutherland said she hopes the move helps slash plastic waste, saying, “Finally shoppers can be part of the solution, not the problem.”

Related: First plastic-free supermarket aisle opens in Amsterdam

Along with Teapigs, U.K. grocery store chain Iceland is adopting the label and plans to roll it out this month on some of their own label products. They’ve already set a goal to remove plastic packaging from their label products by 2023. Iceland managing director Richard Walker told the Guardian, “With the grocery retail sector accounting for more than 40 percent of plastic packaging in the U.K., it’s high time that Britain’s supermarkets came together to take a lead on this issue.”

Netherlands-based grocery store chain Ekoplaza is also introducing the label in 74 outlets. Earlier this year, the company launched the world’s first plastic-free supermarket aisle at an Amsterdam location.

+ A Plastic Planet

Via The Guardian

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