- Asda set to launch range of “Wonky” fruit and veg in-store
- 65% of shoppers are open to idea of oddly shaped fresh produce*
- 75% would buy ‘wonky’ if it was cheaper*
- Wonky initiative inspired by Jamie Oliver & Jimmy Doherty as featured in Channel 4’s ‘Jimmy & Jamie’s Friday Night Feast’
Asda is set to sell ‘wonky’ fruit and vegetables at a discounted price, in a bid to help reduce food waste, whilst supporting farmers and offering shoppers better value for money.
Crooked carrots, knobbly pears and wonky spuds amongst others are, for the first time, to have their own fixture on shelf. Labelled as ‘Beautiful On The Inside’ they will be bagged separately and sold at a reduced rate, as the supermarket hopes to increase customer awareness and educate shoppers on the beauty of buying ‘ugly’.
The bold move takes inspiration from Jamie Oliver and Jimmy Doherty who are tackling food waste in their new Channel 4 series Jamie and Jimmy’s Friday Night Feast, which starts on January 2nd 2015.Find out more.