Iceland has become the first major retailer to commit to eliminating plastic packaging for all its own brand products. The retailer said it would be replacing plastic with packaging including paper and pulp trays and paper bags. Iceland said it ... aimed to complete the move by the end of 2023. It has already removed plastic disposable straws from its own label range and new food ranges set to hit the shelves in early 2018 will use paper-based rather than plastic food trays. A survey for Iceland revealed overwhelming public support for a shift away from plastic by retailers, with 80% of 5,000 people polled saying they would endorse a supermarket's move to go plastic-free. Iceland managing director, Richard Walker, said: "The world has woken up to the scourge of plastics. "A truckload is entering our oceans every minute causing untold damage to our marine environment and ultimately humanity - since we all depend on the oceans for our survival. The onus is on retailers, as leading contributors to plastic packaging pollution and waste, to take a stand and deliver meaningful change." As it was technologically and practically possible to create less environmentally harmful alternatives, "there really is no excuse any more for excessive packaging that creates needless waste and damages our environment", he added. Last week, Prime Minister Theresa May pledged to eliminate all avoidable plastic waste within 25 years as part of the government's environmental strategy, with calls for supermarkets to introduce "plastic-free" aisles.