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Pocket-patting, Smart Price supermarket Asda is launching new packaging across its entire chicken range, which will save 450 tonnes of plastic a year.
Reducing plastic packaging by up to 50% across the range, Asda is moving its selection of chicken out of plastic trays and into the new pouches in a supermarket first, following a successful trial last year on mini-fillets and diced breasts.
Customers will see the new packaging launch on chicken thighs in the coming weeks and by the middle of summer, the full range, including whole birds, drumsticks, legs, diced breasts, and mini fillets will be in the more sustainable packaging.
The move is expected to make a considerable difference to helping tackle plastic pollution, with one in two households in Britain purchase chicken in the weekly shop and in addition, the pouches support hygienic preparation of meals, with customers able to simply pour the poultry from-pack straight into the pan, without needing to pick the chicken up with hands or utensils.
Lisa Barratt, Asda’s Poultry Buying Manger said of the move: “The change in poultry packaging marks the next step in our commitment to use less and recycle more, something which we are very passionate about delivering for our customers and colleagues.
“The move means customers don’t have to prioritise plastic reduction over grocery decision making, ensuring the nation can continue purchasing quality poultry at the same price.”
The initiative is part of Asda’s long-term commitment to remove single use plastic from its business. Since 2018, the supermarket has removed 9000 tonnes or plastic and committed to removing 3bn pieces of plastic from own-brand products by 2025.