Iceland has set out to remove all plastic from its own label range in their ‘Plastic Free by 2023’ pledge. To date, the retailer has saved 850 tonnes of plastic. To further drive this initiative, for meeting the 2023 deadline, Iceland is now moving away from packaging their fruit in plastic. The decision has been made to begin trialling new plastic free packaging for their range of conference pears. Previously, Iceland’s pears were hand filled into plastic poly bags and plastic punnets. The retailer wants to fully automate the entire process for reducing labour and ultimately, lessening its carbon footprint. Iceland is aiming to become totally carbon neutral by 2045 and will be considering alternative sustainable packaging and labelling solutions, across all ranges of own label foods.


Iceland decided to adopt Ravenwood’s linerless technology with a ‘Fruit Lid’, applied to a cardboard tray. Both the label and the tray are fully recyclable. Linerless labels feature no backing paper and are highly sustainable. The packaging and label application is processed by Keelings International Ltd, based in Newmarket, Suffolk. Oliver Dent, Commercial Manager at Keelings, discussed Iceland’s requirements with ProPrint Group, a Ravenwood approved UK linerless printer. Ravenwood then designed a totally new label concept that would also keep the pears secure in the cardboard tray.


Iceland conference pear fruit packs are now on sale in 10% of the UK’s Iceland stores. The packaging and labelling is a 100% reduction in plastic and totally recyclable. Pending the successful trial, it will save 15 tonnes of plastic per year.


‘Fruit Lid’ Linerless Label – Key Features:

Label Printer: ProPrint Group (a Ravenwood UK approved linerless Printer)

Tray – ‘Food Grade’ Cardboard


In addition to the label design, Ravenwood supplied Keelings with a Nobac 5000L linerless applicator, fitted with an extended outfeed for applying the labels at its factory in Newmarket, Suffolk.

An ICE Viper TIJ, to print date and traceability information, has been integrated, including a Trojan Flash Labeller.

Ravenwood Nobac 5000L – Key Features:

Oliver Dent, Keelings Commercial Manager, was asked if Iceland had further plans to roll out linerless to any additional ranges of own label fruit, he said:

“Absolutely, depending on how the trial performs, we are keen to explore various sizes and dimensions of trays to maximise the number of products we can extend this technology to. The new linerless label looks very good and has a premium look and feel, bringing the pack presentation to a whole new level. This coupled with the total elimination of plastic, is helping Iceland meet its plastic free pledge.”


Iceland Foods is a leading British frozen food retailer with more than 900 stores throughout the UK, with a further 40 owned or franchised stores across Europe. Iceland continues to invest heavily in technology and initiatives to reduce its carbon footprint. Their ‘Doing it Right’ plan supports the UN’s Sustainable Development Goals. Visit the Iceland website.


Keelings International Ltd is an Irish-owned family business and started producing fruits and salads in the 1930’s. The Company has expanded to its current size with 5 divisions and iscommitted to sustainability, driving a cleaner and greener environment through the reduction of emissions, pollution and resource use where possible. Keelings is a verified member of Origin Green and are using this framework to promote sustainability principles across all of its activities. Visit the Keelings website.


ProPrint Group is a packaging and label supplier to the fresh food market. The label converter rebranded in 2016 and then went on to become a Ravenwood UK approved linerless printer with the purchase of a Com500 Coater. Their focus lies on providing their customers with environmentally friendly labelling and packaging solutions. They specialise in promotional labels for next day delivery, as well as own branded products. In addition to their label range, they also supply cartons produced from paper and board. Visit the ProPrint website.

For further information on this Case Study, contact Natalie Bell, Marketing & Events Manager at Ravenwood Packaging – 01284 749144.

Fruit Lid

The new ‘Fruit Lid’ linerless label from Ravenwood…

Sign Up for News

Get the latest on our technologies, industry news, product updates and events

Sign Up

Copyright © 2024 Ravenwood Packaging

Marketing by Unity Online