Iceland which is based in Flintshire has become the first major retailer to commit to eliminate plastic packaging for all own brand products within five years to help end the "scourge" of plastic pollution.
The Deeside retailer says it would be replacing plastic with packaging including paper and pulp trays and paper bags which would be recyclable through domestic waste collections or in-store recycling facilities.
Iceland says it was the first major retailer globally to go "plastic-free" on its own label products and 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.
The move, which has been welcomed by environmental campaigners, comes amid growing concern over plastic pollution in the world's oceans, where it can harm and kill wildlife such as turtles and seabirds.