A wrapper-less ice cream multipack is being launched for Solero Organic Peach which owner Unilever says contains 35% less plastic compared to the original pack with individual plastic wrappers.

The new box boasts in-built compartments allowing individual ice creams to be inserted without plastic wrapper in what Unilever says is an industry first.

The box itself is made from a specially designed polyethylene coated cardboard which can be widely recycled in the UK.

This trial is the latest innovation in Unilever’s ‘#GetPlasticWise’ initiative which aims to rethink plastic in the UK.

The plan sees Unilever working collaboratively with partners to seek out solutions plus support and educate consumers on how they can reduce plastic consumption.

The wrapper-less ice-cream multipack for Solero’s Organic Peach range is being trialled exclusively with Ocado to test the new packaging and gather consumer response.

“If successful and the feedback from customers is positive, this innovative pack could reduce the amount of plastic we use in the future to package our ice creams,” said Noel Clarke, Vice President of Refreshment at Unilever.