Asda has extended its Wonky Vegetable brand to Northern Ireland, with a family sized box which includes nine in-season misshaped vegetable lines, priced at £3.50 per box – 30% cheaper than standard lines.
The supermarket led the market by introducing imperfect vegetable into a number of its GB stores in January 2015 with the move championed by Jamie Oliver and Jimmy Doherty.
During the recent series of the show, Jamie and Jimmy’s Friday Night Feast, the foodie stars revisited Asda’s wonky veg and challenged the supermarket to extend the range even further, which led to the new development.
By reviewing standards around superficially damaged veg, over 340 tonnes of carrots and 300 tonnes of sweet potatoes that would have previously been rejected have been put on shelf at Asda.
Asda’s new Wonky Veg boxes will land in each of the 16 NI stores this week with stock available on a limited basis to see if the box is a hit with local customers. Each box has enough produce to feed a family of four for an entire week for just £3.50 and includes vegetables such as carrots, potatoes, peppers, cucumber,cabbage, leeks, parsnips and onions.
The ‘wonkiness’ element of the veg changes by product. Currently, 15% of potatoes do not meet specifications because they’re too big, too small or blemished and 15% of parsnips don’t make the shelf because they’re odd shaped or have superficial defects.
Similarly, 10% of onions that are the wrong shape and size, and 8% of carrots grown with knobbles and bobbles are excluded. However these are the types of products that will be included in the Wonky Veg box.
Have you picked up a box yet?