DORSET litter campaigners have praised a popular food store's pledge to be 'plastic-free' within the next five years.

Iceland say they have made the bold move to eliminate plastic packaging for all their own brand products, to help end the "scourge" of plastic pollution.

The retailer, which has branches in Westbourne, Ringwood and Boscombe, will be eliminating plastic packaging for all own brand products and will be replacing the plastic with packaging including paper, pulp trays and paper bags which will be recyclable.

Managing director, Richard Walker, said: “The world has woken up to the scourge of plastics. A truckload is entering our oceans every minute causing untold damage to our marine environment and ultimately humanity- since we all depend on the oceans for our survival.”

Gemma Wilks, founder of campaign, Ban the Straw New Forest, said: “In my household, as a guess, 97 per cent of plastic pollution would be reduced if all big retailers were to follow Iceland’s strategy.

“It’s fabulous that big retailers are getting behind such an important campaign, we need other big retailers to stop selling it and giving it out. It’s not like the technology isn’t out there, customers want cheap so suppliers provide cheap and go for the plastic option. They need to change their ethical stance.”

Peter Ryan, founder of the Bournemouth-based litter picking group, Dorset Devils, said: “It is brilliant news that they see sense to move away from plastic packaging and to make an effort to reduce plastic consumption.

“We can all make an effort individually in terms of reducing plastic and using re-usables such as water bottles, hot drink containers. There are alternatives out there, we just need to look.”

Shoppers in Bournemouth town centre have also welcomed the move. David Crocker, 75, said: “I think people have realised the impact plastic pollution is having and so Iceland is doing what the public want and hopefully other supermarkets will do the same.”

Debbie Thornley, 44, said: “I don’t think it’s a case of wanting to go plastic free, it’s a case of having to because of the effect it’s having on the ocean and the human race.”

Linda O’Donnell, 64, added: “I think it’s a great idea and I think it will lead other supermarkets to get on board.”

Samantha Harding, from the Campaign to Protect Rural England, said: "Iceland are steadfastly laying the path that all supermarkets should be following.

"Alongside its support for a deposit return system, Iceland's commitment to go plastic-free by 2023 shows that powerful retailers can take decisive action to provide what their customers want, without the environment paying for it."