Plastic Free Aisle

A report from the Guardian this year suggested that British supermarkets alone were responsible alone for producing nearly 1,000,000 tonnes of plastic waste in 2017, much of which in non-recyclable. A Dutch supermarket chain, Ekoplaza is working on an answer with the development of a ‘Plastic Free Aisle’ in one Amsterdam store.

They are stocking more than 700 food items and other goods, all with recyclable packaging bearing a new ‘plastic free’ mark, developed by the London-based studio, Made Thought. The black and white, typographic logo is inspired by the simple, eye catching aesthetic of propaganda. It has been designed with the intention of being simple enough to be cheaply replicated in supermarkets all over the world as part of the growing, global, plastic-free movement.

This project is hoping to offer an alternative to the “packaging-free movement” that gained a lot of press in recent years. There are a growing number of products are using natural, compostable, bio-materials that both look and feel like plastic. This venture is an attempt to highlight the companies that are investing in the environment, giving eco-conscious shoppers a clear label that differentiates them from their less progressive competitors.

“a landmark moment for the global fight against plastic pollution. For decades shoppers have been sold the lie that we can’t live without plastic in food and drink. A plastic-free aisle dispels all that. Finally we can see a future where the public have a choice about whether to buy plastic or plastic-free. Right now we have no choice.”
Sian Sutherland, co-founder of ‘A Plastic Planet’