Facing customer backlash, Iceland supermarket ditches vacuum-packed mincemeat and returns to traditional packaging after a year-long experiment.
The shift to tightly vacuum-packed mincemeat, a trend that began in 2023, has faced significant backlash from consumers. While many supermarkets, including Sainsbury's and Lidl, embraced the new packaging as a way to reduce plastic waste and extend shelf life, Iceland has now reversed its decision and returned to traditional packaging. Iceland announced its U-turn on social media platform X, stating, 'You asked, we delivered.
The classic mince packaging is back!' The move was met with widespread approval from shoppers who complained that the vacuum-packed mince had a mushy texture and unappealing appearance. One customer commented, 'Thank you. That previous packaging made the product look unappealing and horrible,' while another expressed, 'It didn't just make it unappealing and look like mush somehow it made the meat mush...it was horrid to cook with and even worse to eat...will definitely be getting our mince meat from here from now on since your the only retailer that seems to listen to customers.' At the time of its packaging revamp last year, Iceland claimed the change would increase shelf life by almost 50% and cut plastic use in half, saving 35 tonnes of plastic annually. The company stated that the new packaging offered a wider selection of longer-lasting products, emphasizing value for families during their weekly shopping. Despite the initial claims, Iceland has now conceded to customer feedback and reverted to the traditional packaging format
Iceland Mincemeat Packaging Vacuum-Packed Consumer Feedback Supermarket
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