Wonky fruit and veg coming to an Asda possibly near you!

5 January 2015

funny-shaped-vegetables Following the recent surveys about customers willing to buy wonky fruit and vegetables, Asda have now stepped up with a trial of putting any old crap on its shelves. This is also quite helpful, seeing as Jamie Oliver has made it his new crusade, trying to get shoppers to go for the warped among the beautiful.

The misshapen treats will be trialled in five of Asda's branches - really going for it there, eh? - and if it takes off, will be rolled out to more stores.

Naturally, they've branded it, and that name is Beautiful On The Inside, which sounds more like a mid Noughties power ballad than a range of fresh veg, but hey.

It will be sold cheaper than the prettier produce and plans to make 'ugly food more accessible', which, again, smells of marketing clipboard bingo, and in a bid to get families into it, will feature characters such as Paul Potato, Suzie Swede, Alfie Apple and Penny Pear.

Jamie Oliver and his hanger on pal Jimmy Doherty will be highlighting food waste in their new series of Friday Night Feast. Said Oliver: “If most Brits had half an idea of the amount going to waste, they’d be snapping up ugly veg by the trolley load. There’s no difference in taste or nutritional value. This is perfectly good food that could and should be eaten by humans. When half a million people in the UK are relying on food banks this waste isn’t just bonkers, it’s bordering on criminal.”

The duo approached Asda and suggested running a trial in store to understand customer perceptions of wonky produce and whether they would be willing to buy it at a discount.

Asda's produce technical director Ian Harrison backs it up with: “Even if fruit and veg have some knobbles and blemishes, this doesn’t affect the quality or taste - a carrot is still a carrot."

"Customers are simply looking for great tasting, fresh produce at a value price. Our Beautiful On The Inside range, which would have either gone to waste or been used for further processing, will now be celebrated for its freshness, value and quality. The new specifications mean up to 20% more of a citrus crop, 15% more swede and 10% more potatoes could be sold fresh in-store"

So there you go. Wonky veg. You have no excuse to dismiss it now, you hounds.

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