Plastic used in the packaging of Selfridges’ range, including mince pies and Christmas cake, has been replaced by either recyclable card or NatureFlex, a home compostable cellulose film.

NatureFlex, according manufacturer Futamura (the former Innovia Films business), looks, feels, and behaves like plastic, but derives from renewable, responsibly sourced wood pulp and is made in Cumbria.

Selfridges introduced the alternative following research it conducted into consumers’ attitudes towards packaging in October.

It found that not only were 82% of consumers concerned about the environmental impact of plastic food packaging, almost two-thirds (64%) were concerned about the impact of Christmas specifically on the environment, and more than half (56%) consider the amount of packaging when buying their Christmas food.

Daniella Vega, Selfridges’ director of sustainability, said: “We know our customers share our concern for the environment and we’re continually looking at ways in which we can address the sustainability of our products.

“This includes reducing our plastic use and introducing more sustainable products and packaging.”

Selfridges has also introduced other sustainably minded initiatives this Christmas. Its own-brand range now include nine new vegan Christmas favourites to meet consumer demand for plant-based food, while as of December, all its products are palm-oil free.

Beyond Christmas, Selfridges will be rolling out NatureFlex to a selection of its all-year-round biscuits and cakes.