Asda’s Wonky veg box has wont the best new product award after an year of its initiation. Asda won the Product of the Year category for the Wonky Veg Box that helped control food waste problem in the country in an innovative and cost effective manner. The misshapen fruit and vegetable box from Asda is 30 percent cheaper than normal vegetables and fruits. Wonky boxes were put to sale starting January 2016 and sold 120,000 boxes of vegetables and fruits which otherwise would have been wasted, resulting in a food waste of 600 tonnes. Inspired by Jamie Oliver and Jimmy Doherty, the wonky veg boxes have brought great praises for the supermarket from various quarters. Asda’s superstores still sells up to 10,000 wonky boxes per month.
Ian Harrison, Asda’s produce technical director, said: “We are extremely proud to be the pioneers of the wonky veg revolution and winning Product of the Year is testament to this, especially as it’s voted for by consumers. “The response from the public to our wonky vegetable boxes has been incredible. Food waste continues to be high on our agenda and we’ve worked closely with our suppliers to review our specifications so that the maximum amount of produce ends up on shelf. “The insight we have gathered from customers since starting to sell the wonky box has been invaluable. We are now able to flex our specifications to help growers sell their products and maintain availability for our customers, without compromising on quality.”
Britian’s leading brands compete for the Product of the Year award which is been instated to celebrate the wealth of talent, excitement and vision driving innovation in the UK and around the world. Other major products that won the Product of the year award includes: Oreo, Lenor, Ristorante, Cheerios, Gillette, Skittles, Ariel, Clover, Dentalife, Teley, Oral B.