ASDA Continues to Tackle Food Waste With The Wonky Veg Box ‘Beautiful on the Inside’ Range


ASDA trialling these fab wonky veg boxes as part of our ‘Beautiful on the Inside’ range in 128 stores in our continued effort to tackle food waste across the supply chain and to help famers.


The exclusive wonky veg boxes are packed with peculiar potatoes, crooked carrots and curved cucumbers which are all in season, as well as knobbly peppers, cabbages, onions, leeks and parsnips. They’re just £3.50 each, which is cheaper than regular shaped fruit and veg, and there will 20 boxes available in selected stores from today as part of a trial to see if the box is a hit with customers.  See full store list here.

Our existing wonky veg range – which we expanded last November – also includes misshapen carrots, pears, apples, citrus fruits, sweet potatoes and garlic. And we’ve relaxed our specifications on carrots and sweet potatoes in every store across the country, meaning you’ll find 340 more tonnes of carrots and 300 more tonnes of sweet potatoes on our shelves which would have previously been rejected.

Ian Harrison, Asda’s technical produce director, said: “We’re excited to launch a unique and exclusive Wonky Vegetable box that is jam-packed with ugly winter veg that not only saves shoppers money but helps farmers get more of their crop onto our shelves.

“However, this range only solves one part of the food waste puzzle. The work we continue to do with our growers to ensure as much of their crop is sold as possible, by flexing specifications, is the golden ticket for farmers.

“The initial reception to Wonky Fruit and Veg has been fantastic and we’ve been eager to take this one step further for a while, so the challenge to make wonky veg more widely available for customers was something we happily accepted from Jamie and Jimmy.”




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