Asda’s wonky veg box has been named as one of the Products of the Year for 2017 in the annual consumer-voted awards.
Launched last year, Asda’s wonky veg box offers 5kg of wonky or misshapen fresh produce for £3.50, stocked with seasonal produce when available or in surplus. It was developed by Asda’s buying subsidiary IPL, alongside grower Watts Farms and packaging company Smurfit Kappa.
Run by Kantar TNS and backed by the Sun newspaper, Product of the Year is an annual consumer survey of product innovation. It operates in over 40 countries and is described as the word’s largest consumer-voted award body.
This year’s 38 winning products also included Weetabix Protein, Uncle Ben’s rice and pulse range, and low-calorie fruit drink range Sparkling Ice.
“To have recognition for a collaborative project such as this one, which tackles real issues in the industry and challenges consumer perceptions, is a fantastic achievement,” said Smurfit Kappa sales director, Kevin Beattie.
“Farmers are able to sell more of their crop and consumers are getting excellent value for money – both of which are underpinned by a more sustainable approach to food consumption.”
The wonky veg box is fully-recyclable and was designed to withstand stacking in stores, while keeping material usage to a minimum.
