Egg redesign to remove 16 tonnes of plastic Easter packaging at Asda

Egg redesign to remove 16 tonnes of plastic Easter packaging at Asda

Asda is introducing a new Easter egg range packaged in 98% less plastic as part of its ongoing sustainability commitment.

The chocolate eggs inside the new ‘Extra Special Easter’ range are thinner and oval rather than the winder, rounder shape of typical eggs. This means it uses recycled cardboard rather than needing to be supported by plastic packaging.

The market-first initiative is expected to save sixteen tonnes year-on-year as the supermarket looks to make all its 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,” said Shelley Solomon, Senior Director of Asda’s Impulse Grocery.

“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.”