To drive up recycling rates and reduce litter, Iceland — the U.K.-based frozen food retailer, not the country that gave us Björk — has launched a reverse vending machine, which rewards people for recycling by providing money or vouchers in return for their used plastic bottles.
The machine is being tested in Iceland’s Fulham store for six months. If successful, it will be rolled out nationwide.
The machine rewards shoppers with a £0.10 voucher for each returned plastic bottle. However, the machine will only accept plastic bottles bought from Iceland stores.
Richard Walker, Iceland managing director, said: “There are 12 million tonnes of plastic entering our oceans every year so we feel a responsibility both to tackle the issue of plastic packaging, as we are doing with our own label products, and to give our customers the power to make a difference themselves.”