Industry leading trial in support of proposed deposit return scheme demonstrates overwhelming consumer support

January 2, 2019

Following the launch of its market-leading trial of in-store reverse vending machines, Iceland has reported significant consumer take-up, with more than 310,000 bottles recycled.

Since the launch of the trial, a total of 311,500 bottles have been scanned into the reverse vending machines in stores across the UK. The trial incorporated England, Scotland and Wales with machines installed in Fulham, Wolverhampton, Musselburgh and Mold. A machine for staff use was also installed at Iceland’s head office in Deeside.

In November 2018, a daily average of 2,583 bottles were recycled across the five sites, with an average of £250 in coupons refunded per day.

A paper outlining results of the trial has been shared with the Department for Environment, Food & Rural Affairs (DEFRA).

Read our press release here.