Marks & Spencer is trialling paper packaging for its popular Vanilla Fudge Bar. This new packaging is described as being “more easily recycled, kerbside and on the go”.

The retailer says the switch will remove 1.4 million units of plastic from M&S’s Foodhall over the next 12 months. If successful, M&S plans to roll this packaging out more widely to additional bars in the range, removing a further 5 million units of plastic.

Reducing plastic packaging is one of the key issues M&S customers say they care strongly about. Earlier this month, the retailer introduced cardboard packaging for all its Perfectly Ripe Twin Avocado packs and Ripe Avocado lines, removing an estimated 7 million units of plastic. A popular choice with customers, the retailer sells approximately 52 avocados every second.

M&S also introduced new pots for porridge lines in its Food On The Move range last month, which are now more easily recyclable as the cardboard wrap will separate from the plastic pot during the recycling process without the customer needing to remove it.

Lucinda Langton, head of sustainability at M&S Food, said: “At M&S, we know our customers care deeply about reducing plastic packaging, and we’re committed to doing the right thing by finding packaging alternatives for our products. By making sure our products are in packaging which is as easy to recycle as possible, we are giving our customers the confidence that they can make more sustainable choices when shopping with us. This is also a key part of our Plan A roadmap to Net Zero, which will help us to meet our plastic reduction targets.”

This development mirrors action by a number of prominent chocolate and confectionery brands who have started making swaps away from plastic to paper-based packing, with similar kerbside recyclability claims