Iceland Reverts to Plastic Trays After Customer Pushback on Vacuum Packaging
Iceland Foods has reversed its decision to use vacuum-sealed packaging for minced meat after strong customer backlash, opting to bring back traditional plastic trays.
Retail giant Iceland Foods has listened to its customers and made a significant change: they are switching back to plastic trays for their minced meat products. The decision comes after strong consumer reactions against vacuum-sealed packaging, which had been introduced just six months ago.
Why Iceland Tried Vacuum Packaging
In an effort to cut down on plastic waste, Iceland transitioned its beef and pork mince to vacuum-sealed packaging. This move was intended to use 50% less plastic and reduce overall plastic consumption by 35 tonnes annually. Additionally, the new packaging extended shelf life by nearly 50%, keeping products fresh for up to two and a half weeks. Another benefit was logistical efficiency—more packs could fit into delivery trucks, reducing carbon emissions and ensuring a steady supply.
Other major retailers, including Lidl and Asda, had also taken similar steps. Lidl’s change aimed to save 250 tonnes of plastic annually, while Asda projected a 60-tonne reduction. Sainsbury’s had previously adopted vacuum packaging in 2023, targeting a 450-tonne reduction in plastic use.
Consumer Reactions: A Major Setback
Despite the environmental benefits, the new packaging didn’t sit well with shoppers. Many consumers complained that vacuum-sealed mince altered the texture and appearance of the meat, making it look unappetizing and feel “mushy.” There was also frustration over the recyclability of the packaging—unlike plastic trays, which could be recycled at home, the vacuum-sealed packs had to be taken to in-store recycling points, which many found inconvenient.
When Sainsbury’s introduced vacuum-packed mince, customers expressed similar dissatisfaction, calling the packaging “awful.” A packaging expert, Robert Lilienfeld, noted that while vacuum-sealing might help maintain freshness, it also turned the meat an unappealing purple color, which led to more food waste.
Iceland Listens: Plastic Trays Are Back
After months of customer complaints, Iceland announced its decision to return to plastic trays. The company shared the update on social media, stating, “You asked, we delivered. The classic mince packaging is back!” The response was overwhelmingly positive, with many shoppers praising Iceland for listening to their concerns.
One consumer expressed their relief, stating that vacuum-sealed packaging “made the meat mush” and looked unappetizing. Another added, “Will definitely be getting our mince from Iceland now since they actually listen to customers.”
However, not everyone was pleased. Some consumers appreciated the vacuum-sealed packs and disagreed with the switch back to plastic, believing the newer packaging was more effective in preserving meat quality.
The Bigger Picture: Packaging Changes and Consumer Reactions
This isn’t the first time packaging changes have sparked debate. Recently, Sainsbury’s and Tesco removed rigid plastic lids from their houmous containers to save 50 million plastic pieces annually. However, customers complained that the new peelable lids were difficult to reseal, leading to spills and food waste. Some found workarounds, such as using reusable lids or covering the containers with small plates.
Balancing Sustainability and Consumer Preferences
Iceland’s decision highlights the challenge of balancing sustainability with customer expectations. While reducing plastic waste is crucial, changes that impact product appeal and convenience can lead to unintended consequences, such as increased food waste.
The retailer’s responsiveness demonstrates the power of consumer feedback. Companies may need to find alternative solutions that maintain both sustainability goals and customer satisfaction. For now, Iceland has made its stance clear: customer preferences come first.