Häagen-Dazs has removing single-use plastic spoons from its mini cup multipacks, in the first of a series of steps to reduce its impact on the environment this year.
The brand estimates that the move will prevent the distribution of around 30 million plastic spoons in the UK alone each year.
Häagen-Dazs marketing manager Kat Jones said: “As a category leader we wanted to demonstrate our true commitment towards a more sustainable future.
“Removing non-recyclable plastic from every mini cup multipack is the right first step.Our journey to becoming more sustainable is an ongoing process, but we’re dedicated to exploring additional options to further reduce the environmental impact of our products.”
The brand is also pledging to produce 100% recyclable packaging by 2022, a change that will save 1,700 tonnes of plastic on a global scale.
By 2025, it aims to be plastic free across its entire portfolio.
The first mini cup multipacks without plastic spoons are now on sale.