ASDA are to package their Extra Special Easter egg range in 98% less plastic, in what they say is a market-first initiative.
The supermarket said that in order to ensure the quality of the chocolate egg is maintained it will change from a wider, round shape to a thinner, oval egg – meaning it can be supported by recyclable cardboard rather than plastic packaging. Asda have insisted that, despite the change, the egg remains the same weight as before.
Shelley Solomon, senior director, 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.”
Asda has set a target of making its entire own-brand range recyclable by 2025, having already removed 8,000 tonnes of plastic from 1000 own-brand lines since February 2018.