The World's first plastic-free supermarket aisle has opened in the Netherlands. Dutch supermarket chain, Ekoplaza will feature over 700 products without plastic packaging in just one aisle.

The store in Amsterdam officially opens today with the Dutch chain planning to open similar aisles in their remaining 74 branches. The aisle will be home to over 700 plastic-free items including; rice, sauces, chocolate, snacks, and fresh fruit and vegetables, and will also feature a chilled section that will hold meat, yoghurt and dairy items.

Harnessing the rise of biodegradable packaging the aisle will try and use alternative packaging where it can rather than ditching it altogether. The new supermarket section will use the aisle as a way of testing new up-and-coming alternative packaging ideas as well as embracing traditional glass and metal packaging formats.

The aisle comes as a result of campaigners calling for supermarkets to start introducing more plastic-free alternatives and entire aisles that are free-from plastic packaging.

Co-founder of Plastic Planet, the group behind the campaign, Sian Sutherland said that the opening of the aisle represented “a landmark moment for the global fight against plastic pollution.  A plastic-free aisle dispels all that. Finally, we can see a future where the public has a choice about whether to buy plastic or go plastic-free.”

Ekoplaza chief executive, Erik Does works directly with Plastic Planet to create the new aisle. “We know that our customers are sick to death of products laden in layer after layer of thick plastic packaging. Plastic-free aisles are a really innovative way of testing the compostable biomaterials that offer a more environmentally friendly alternative to plastic packaging.”