Asda changes shape of its Easter eggs to cut plastic packaging by 98%

The eggs have become thinner and more oval shaped

Asda is reshaping its Easter eggs in a move to slash the amount of plastic packaging they need.

In what it claims is an industry first, the supermarket said the new shaped eggs would use 98% less plastic – saving a total of 16 tonnes year on year.

The move will see the eggs change from a wider, round shape to a thinner, oval shape which will mean they do not need to be supported by plastic packaging, and instead uses recyclable cardboard.

Asda said it was part of the retailer’s ‘Reduce, Reuse and Recycle More’ commitment, and vowed it would not mean the amount of chocolate in its eggs being shrunk.

The new range, which will be in store and online from 10 February, is made with 100% sustainable, UTZ-certified Belgian chocolate and comes in a variety of flavours.

“We are passionate about delivering our commitment to customers to use less and recycle more, whilst continuing to deliver on quality and price,” said Shelley Solomon, senior director, impulse grocery at Asda.

“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.”