It announced the switch to vacuum packaging for its full range of beef and pork mince products last August, following similar moves by Sainsbury’s, Aldi, Asda and Lidl. The introduction of the packaging solution has been met with a mixed response from shoppers, with many taking to social media to complain about the consistency of vaccum-packed mince.
Iceland this week said it had ditched the packaging solution, and was now returning to traditional plastic trays.
At the time of 2024’s packaging revamp, Iceland said it would increase shelf life by almost 50% and cut plastic use in half – saving approximately 35 tonnes of plastic per year.
“Now more than ever it’s important for families to get the best value for money when doing their weekly shopping,” said Iceland category manager Zach Nowell at the time. “Our new packaging offers a wider selection of longer-lasting products.”
The retailer rolled the packs into more than 1,000 stores, following a 12-week trial in 50 stores.
It also promised the packaging would improve availability for customers and reduce carbon emissions as more items could be transported in a single truck.
But six months later, Iceland has reversed its move, posting on X: “You asked, we delivered. The classic mince packaging is back!”.
Iceland was also the first retailer to make the move to include pork mince in this new packaging.
“Our new vacuum-packaged beef mince means our customers are getting the same quality-assured beef mince they love, but with an even longer shelf life,” said Zach Nowell, category buying manager for fresh meat and poultry at Iceland Foods at the time of launch.
“We’re thrilled to also be leading the way as the first UK supermarket to roll out this packaging for pork mince.
The retailer declined to comment on further.
