Asda’s ugly veg drive divides supermarkets

Crooked carrots, knobbly pears and wonky spuds are among a range of produce to be sold at reduced prices across several Asda stores

Misshapen vegetables are sold cheaply (photograph: Carlos Neto/123RF)Asda has launched a high-profile trial to sell misshapen fruit and vegetables at a reduced price in a bid to tackle food waste. But the rest of the sector appears divided on whether to follow suit.

Labelled ‘Beautiful on the inside’, the new range features irregular fruits and vegetables such as carrots, pears and potatoes, all sold at reduced rates in their own dedicated in-store fixture. The trial began at five stores on 26 January.

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