Asda continues own-brand sustainability drive

ASDA are to launch their ready meal lines in ‘Evolve’ trays by Faerch Plast from November 3.

The packaging, made from natural cPET, will be fully recyclable. Asda say that the move will make them the first supermarket to have an entire range of own-brand fresh ready meal trays that are fully recyclable. Asda has set a goal of having their entire own-brand packaging as recyclable by 2025.

Paul Gillow, Asda’s vice president of own-brand and commercial strategy, said, “Over 130 million of our ready meals are purchased each year by our customers, so this change to packaging means customers don’t have to prioritise plastic reduction over grocery decision making, ensuring they can continue purchasing quality products at great prices, but with the added value of recycle-ready packaging.”