Asda returns to tradition to save on food packaging

Asda is giving its fresh produce sections a 1950s-style revamp in an attempt to cut food packaging by 25% on fresh fruit and vegetables…

AsdaAsda is giving its fresh produce sections a 1950s-style revamp in an attempt to cut food packaging by 25% on fresh fruit and vegetables.

The retailer plans to recreate the feel of a traditional greengrocers by eliminating most packaging and selling produce from loose boxes.

The retailer’s anti-packaging expert Emma Sinclair-Morris says: "We believe this return to traditional values could have a huge impact on the amount of packaging thrown away every day. Reducing packaging is one of Asda’s key objectives, and we are considering every option to achieve this goal.

The range of pre-packed items will be reduced in the next 12 months in a bid to cut the amount of plastic and cardboard used to wrap food.

A pilot scheme examining customer reaction will begin next week at two stores in North West England. Around 60 pre-packed products will be removed as part of the trial. If successful, the scheme will be rolled out to all stores across the UK.

Sinclair-Morris adds: "This study will enable us to see if it is possible to encourage our customers to shop in a different manner to keep waste, and costs, to a minimum."

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here