Sir, The European Commission’s Plastics in a Circular Economy strategy reiterates how out of touch it is with public opinion whereas Iceland Frozen Foods seems to have got it spot on.

While directionally the report has noble ambitions, the disappointing thing is that it does not take a more holistic view of packaging, and advocate using renewable and biodegradable materials such as cartonboard in the first place - and this is where Iceland has scored.

Only last week the EU budget commissioner was proposing an EU-wide tax on plastics, but the strategy document makes no reference to this.

Clearly, it is now down to the retailers and brand owners to assess the suitability of the many alternative packaging materials available to help save the future of our planet and it’s great to see Iceland championing this.

Tony Hitchin, general manager, Pro Carton