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  • 06 Oct 2020

Iceland trials Ravenwood’s linerless labels

Iceland has adopted a completely new linerless technology Fruit Lid, developed by Ravenwood for trialing plastic free packaging

Iceland, a UK frozen food retailer, has adopted a completely new linerless technology Fruit Lid, developed by Ravenwood for trialing plastic free packaging across its range of conference pears.

For the pears trial, Iceland has opted for a food grade cardboard tray combined with a completely new Fruit Lid linerless concept designed by Ravenwood to achieve entirely plastic free and recyclable packaging.

Previously, Iceland’s pears were hand filled into plastic poly bags and plastic punnets.

Stuart Lendrum, head of packaging at Iceland commented: ‘This is an exciting and innovative new pack format that delivers more plastic free packaging for our customers. The hard work and commitment of everyone involved has delivered this step forward in moving away from plastic with solutions that work for shoppers and the supply chain.’

Iceland’s conference pears are processed, packed and sleeved at Keelings International, based in Newmarket, UK. Oliver Dent, Keelings commercial manager, confirmed that there would be further scope to roll out linerless technology across more of Iceland’s own label ranges pending the successful trial.

Ravenwood also supplied a Nobac 5000L linerless applicator for applying the Fruit Lid labels to the packs. If the pear trial proves a success, further machines will be purchased to meet supply and demand. ProPrint Group, a Ravenwoood UK approved linerless printer, produces the labels.

‘We have worked very hard, alongside ProPrint Group on getting the design and specification spot on for Iceland’s pear fruit application,’ added Paul Beamish, founder of Ravenwood. ‘Not only has Iceland adopted our linerless technology, but in meeting its needs and requirements, we have launched a completely new type of label. We look forward to working with Keelings and Iceland again in the future.’

Iceland aims to eliminate plastic from its own-branded foods by 2023 and become carbon neutral by 2042 and continues to invest in technology and initiatives to reduce its carbon footprint. Its Plastic Free by 2023 pledge has already saved 850 tones of plastic by replacing black plastic trays with cardboard, across street food ranges.


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