As more people grow aware of the fact that 12.7 million tons worth of plastic is thrown into the oceans each year, many are trying to limit their personal waste. And while it can be hard to know where to start, the grocery aisle is first port of call for those looking to do their bit. British supermarket chain Iceland has pledged to cut down on plastic in its food packaging, Dutch chain Ekoplaza has an entirely biodegradable branch, and specialist stores Charlotte’s Cupboard and Clean Kilo are packaging-free, selling refills of items such as rice, dried fruit, chocolate, and coffee by the gram.

Superdry’s co-founder has publicly donated to a campaign for a second Brexit referendum. In a world of polarising opinions and value-signalling through consumption habits, brands too have to plant their flag and show what they stand for, or risk getting overlooked for ones that do.

As more plastic, paper and cardboard ends up in our rivers, oceans and landfill, people are looking at ways that they can cut back on packaging. How can shoppers achieve this and what is the grocery industry doing about it?