Asda is just one of the supermarkets in the East Midlands which has been inspired by Jamie Oliver’s ‘Wonky Veg’ boxes – providing knobbly and wonky but perfectly edible boxes of cheap veg.

‘Wonky Veg’ boxes are being trialled in Asda stores across the East Midlands. These family sized goods cost just £3.50 per kilo – which is 30% cheaper than standard lines of veg.

The boxes contain nine in-season misshaped winter vegetables such as swedes, carrots and parsnips.

Asda first introduced these imperfect fruit and vegetables last year, with support from Jamie Oliver and Jimmy Doherty.

  • 18 million tonnes of food end up in landfill each year
  • This costs the economy around £23 billion
  • ‘Food poverty’ is the main cause to poverty as well as weight gain
  • UK families throw away the equivalent of 24 meals a month