Asda is to capitalise on the new EU marketing standards to target home chefs by launching a range of misshapen fruit and vegetables.
Categorised as ‘home processing’ the new, as yet unnamed, range will include wonky produce intended for a number of products including soup, jam, juice and casseroles.
Last week, the EU implemented its new marketing standards, which relaxed the laws on selling 26 items of misshapen fruit and vegetables, albeit excluding 10 key lines, following a two-decade ban on wonky products.
The Yorkshire-based retailer will look to take advantage of the trend towards scratch cooking and create a new niche specifically aimed at home chefs. Details of pricing and sourcing remain unconfirmed.
A spokesperson for Asda told freshinfo: “We are working on naming the range and the packaging to hopefully bring it out at the end of the summer or start of the autumn.
“Often they can look very different in shape and size but taste perfectly good, so why waste them just because they are a bit wonky?
“Just looking at our consumer trends we can see people are buying into our premium ranges and opting to eat them at home on a Saturday night, rather than going out for a meal. This will be perfect, heading towards winter, as it lends itself to warming meals such as soup and casserole where shape and size are less important.”
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