News & Blogs

Asda's phenomenal Wonky Veg boxes coming to a store near you

Everyone’s been talking about our £3.50 Wonky Veg boxes which we launched earlier this month – and we’ve listened. We’re now going to roll them out to 550 stores across the UK.

Wonky veg box

The boxes – part of our drive to cut food waste – got a phenomenal response on social media. More than 35,000 people liked, shared or commented on our Facebook post saying they loved the idea and asking for them to be stocked in their local store.

So today 5,000 boxes packed with Wonky Veg will be going out to 250 stores – see the store list here – and 10,000 boxes will be going out in 550 stores on a monthly basis from March.

Each box contains 5kg of fresh produce – carrots, potatoes, peppers, cucumber, cabbage, leeks, parsnips and onions – and is 30% cheaper than standard lines. The exact contents will depend on the season.

The first people to buy the boxes posted photos on Facebook, Twitter and Instagram saying they were a fantastic idea and great value for money.

Judy Rossiter posted this photo and said “I’m very impressed with my Wonky Veg box Asda. Thumbs up, brilliant idea. Hope this is a regular thing.”

Judy Rossiter's photo

Bethan Jones took a photo of her box and added: “I’m so, so impressed – please make these permanent! I absolutely love it and have had a nibble and tastes great too!”

Bethan Jones's photo

Christine Bell also took a Wonky Veg picture and said: “Love my wonky veg box, hope to see more of them soon.”

Christine Bell's photo

There was plenty of love for the unlovely veg on Instagram too…

Ian Harrison, Asda’s produce quality director, said: "We’ve been absolutely overwhelmed by the response to our wonky vegetable box and think it shows just how conscious our customers are of food waste, particularly in the produce aisle.

“We’re extremely excited to be able to bring the wonky veg box to even more people across the UK and in turn, further support our growers to ensure we’re buying as much of their crop as possible.”

Posted in News & Blogs on 18 February 2016