Iceland has become the first supermarket in the UK to install a plastic bottle deposit machine in-store, offering incentives to customers to cut down on plastic waste.

The frozen food giant will be handing out 10p Iceland vouchers for each returned plastic bottle.

The scheme is currently being trialled in Iceland’s Fulham store for six months before being rolled out across the country should it be deemed successful.

Iceland managing director, Richard Walker commented “The vocal support Iceland has received since announcing our intention to eradicate plastic packaging has shown us that there is a huge public will to tackle the scourge of plastics.”

“There are 12 million tonnes of plastic entering our oceans every year, so we feel a responsibility both to tackle the issue of plastic packaging, as we are doing with our own label products, and to give our customers the power to make a difference themselves,” he said.

The Co-op have also announced that it will be using a plastic deposit machine at festivals this summer including Download, Latitude, and Reading and Leeds.

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