Asda is changing the shape of its Easter eggs - here's why

Asda has launched a new shape of Easter egg in order to eliminate 98 per cent of plastic packaging.

The move comes after the announcement that the popular UK supermarket chain plans to make all own-brand packaging 100 per cent recyclable by 2025.

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The supermarket has promised customers that the reduction in plastic will not impact the quality of the chocolate eggs in their "extra special" range.

Though the wide, round shape of the egg will change to a thinner oval one, the egg will remain the same weight, using no less chocolate than before.

A third of Asda's plastic will be made from recycled plastic by the end of 2020 (Photo: Shutterstock)

In place of plastic, the egg will be supported by recyclable cardboard, meaning less waste going to landfill. The move will result in over 16 tonnes of plastic being saved year-on-year.

100% sustainable chocolate

In addition to the reduction in plastic, Asda's new Easter egg range will be made with 100 per cent sustainable, UTZ-certified Belgian chocolate in a range of different flavours.

Shelley Solomon, Senior Director, Impulse Grocery at Asda, says, “We are passionate about delivering our commitment to customers to use less and recycle more, whilst continuing to deliver on quality and price. This move marks the next step in our journey as we strive to make all our own-brand packaging 100% recyclable by 2025.

Since February 2018, Asda has already removed 8,000 tonnes of plastic from more than 1000 own brand lines (Photo: Shutterstock)

“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.”

Already eliminated 8,000 tonnes of plastic waste

Asda has already taken steps towards reducing plastic waste in-store. Since February 2018, the supermarket has removed 8,000 tonnes of plastic from over 1,000 own-brand lines. This has included everything from greetings cards to avocados, making it easier for customers to shop without the guilt of contributing to the plastic crisis.

A third of Asda's plastic will be made from recycled plastic by the end of 2020. The challenge of plastic use will require collaboration and innovation to solve, and Asda says it is working with suppliers to formulate new innovations to address the issue in their stores across the UK.

Customers can look forward to seeing the new Easter collection in Asda stores and online from 10 February 2020.