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(Sharecast News) - Asda launches fruit and vegetable strategy in new sustainability store to try to cut down on single-use plastics and promises "greener" products without packaging at the same price.
To promote sustainability, Asda will be launching Greener at Asda Price, a promise that loose and unwrapped fruit and vegetables will not cost more than their wrapped equivalents at any of its stores.

The move is an attempt to reduce complaints from customers that greener alternatives to their ordinary groceries usually come with a hefty price tag.

At its new-style shop in Middleton, a suburb of Leeds, a "live" trial will be held and monitored from Asda's nearby head office, with customers asked to give feedback on the various schemes that could be a model for other stores.

The trial store's scheduled opening in May was delayed owing to Covid-19.

The store will offer 53 fresh produce lines in loose and unwrapped format. The store will also have recycling facilities for items that are difficult to recycle such as crisp packets, toothpaste tubes and cosmetic containers in general.

"Today marks an important milestone in our journey as we tackle plastic pollution and help our customers to reduce, reuse and recycle," said Roger Burnley, Asda's chief executive. "We have always known that we couldn't go on this journey alone, so it is fantastic to work in tandem with more than 20 of our partners and suppliers who have answered the call to test innovative sustainable solutions with us."