In a market-first initiative that forms part of Asda’s promise to ‘Reduce, Reuse, and Recycle more’, the supermarket has announced that its new Extra Special Easter egg range will be packaged in 98% less plastic – saving a total of 16 tonnes year-on-year.
To do this without compromising the quality of the chocolate egg inside, the move will see the egg change from a wider, round shape to a thinner, oval one; meaning it does not need to be supported by plastic packaging, and instead uses recyclable cardboard.
Customers needn’t worry, as despite the change in shape, the egg remains the same weight as before – there’s no less chocolate.
The new range is made with 100% sustainable, UTZ certified Belgian chocolate and comes in a variety of indulgent flavours, with the added feel-good factor of less plastic waste.
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.”
Since February 2018, Asda has already removed 8,000 tonnes of plastic from more than 1000 own brand lines, from steaks to ready meal trays and greetings cards to avocados. A third of Asda’s plastic will be made from recycled plastic by the end of 2020.
The plastic challenge is one that requires collaboration and innovation to solve, and Asda continues to work with its suppliers to formulate new innovations that address the issue. The supermarket is striving to making its own-brand packaging 100% recyclable by 2025, accelerating its commitments to reach its targets five years earlier than planned.
Customers will see the new Easter collection in store and online from 10 February.