ASDA is to use plant-based protection to increase the shelf life of its citrus fruits and avocados.
The supermarket said that it will be the first time that the technology, from Apeel Sciences, will be used at this scale in the UK.
It works by sealing moisture in and keeping oxygen out so that quality and freshness can be maintained for longer, giving customers longer to enjoy their produce and thus helping to prevent food waste.
Asda said it is hoped that the partnership with Apeel will help it move towards its target of cutting waste by 50% by 2030.
Asda senior director, Dominic Edwards, said, “We are always looking for ways to improve the shelf life of our products and make it easier for our customers to make more sustainable food choices whilst making their money go further.
“We are really excited to be working with Apeel – bringing the great work they’ve been doing globally, to our UK customers. During this programme, we will be learning more about the benefits of longer-lasting produce for our customers, and we are looking forward to seeing what further developments this could lead to in the future.”
Apeel CEO James Rogers, added, “Asda is obsessed with helping their customers’ budgets stretch farther. Now with the availability of longer-lasting produce, Asda has opened a new dimension of value for their shoppers.
“When shoppers have more time with their food, more of what they buy gets eaten instead of thrown away. How often does saving money help save the planet? It’s happening every day at Asda.”
