Asda has continued its drive to reduce the use of plastic in its business by developing a new Extra Special Easter egg range that will be packaged in 98% less plastic.
To achieve this without impacting the quality of the product, the retailer has changed the egg from a wider, round shape to a thinner, oval one. This means it does not need to be supported by plastic packaging, and instead uses recyclable cardboard. Asda claims the move will save 16 tonnes of plastic year-on-year.
The new range, which rolls out to stores next month, is made with 100% sustainable, UTZ certified Belgian chocolate and comes in a variety of flavours.
Shelley Solomon, Senior Director, Impulse Grocery at Asda, said: “We are passionate about delivering our commitment to customers to use less and recycle more, whilst continuing to deliver on quality and price. This move marks the next step in our journey as we strive to make all our own-brand packaging 100% recyclable by 2025.
“We’re committed to a 15% reduction in plastic by February 2021 and through new product innovation, we are continually reducing plastic on our own-brand products. We hope the knowledge that consumers can still eat delicious, sustainable chocolate whilst reducing their plastic footprint helps to put a spring in their step this Easter.”
Earlier this month, Asda announced that it would start testing a refill scheme for its own food products and those of leading brands as part of its plastic reduction drive.
