The fake Suffolk supermarket tackling problem plastic

Retailers are flocking to see DS Smith’s ideas for replacing plastic, such as a card-top lift-up bottle carrier with paper wrap, shown in its mock drink’s aisle. Photograph: Joshua Bright/The Guardian

With its colourful fruit and veg display and shelves filled with groceries it could be your local supermarket, but this is a play shop for adults and there is only one thing missing: plastic.

Well, problem plastic. The mock store is the secret innovation lab of DS Smith, the FTSE 100 paper and packaging firm where major retailers and brands trek to see its big ideas to replace the plastic ready meal containers, fruit punnets and shrink-wrap consumers use every day.