Iceland reports significant uptake of DRS in consumer trial

Written by: Jo Gallacher | Published:
More than 310,000 bottles have been recycled during the trial

Iceland’s reverse vending machines have recycled more than 310,000 bottles since beginning a six month deposit return scheme (DRS).

Five machines were installed across the UK in Wolverhampton, Mold, Fulham, Musselburgh and Iceland’s head office in Deeside.

The retailer recorded an average daily total of 2,583 bottles in November, which equalled £250 in coupons refunded per day.

The machines accept any Iceland plastic beverage bottle and repays customers with a 10p voucher to be used in store for every bottle recycled.

Iceland conducted interviews with 40 customers to find out what they thought of a DRS.

It found children were particular engaged with the machines and sometimes taught their parents how they work.

Schools were also engaged with the trial which helped boost its popularity through word of mouth.

Richard Walker, Iceland MD, said: “We’ve gained hugely valuable insights into both consumer interest and the functionality of the schemes, and it’s clear from the results that consumers want to tackle the problem of plastic head on, and would be in support of a nationwide scheme.

“We’ll be using these findings to inform future Iceland initiatives, and will be sharing our findings with Defra and across the industry to ensure any nationwide roll-outs are comprehensive and effective in our goal of tackling the issue of single-use plastics.”

Iceland will extend the trial for a further six months to collect more data on a possible national roll-out.


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