Yesterday, Asda announced the UK’s first ever wonky veg box – giving customers a 5kg box of curvy, cracked and generally misshapen veg for an affordable price of £3.50.

The move is good news for Asda, with the new box receiving a positive response from consumers. According to a survey from OnePulse, almost ¾ (74%) of the public said the initiative, which helps farmers get more out of their crops, means they are more likely [encourages them a lot or somewhat more] to shop at Asda.

When questioned on the cheap price, 95% of the respondents said 5kg of veg for £3.50 is an amazing price.

Nick Walter, Chief Marketing Officer for OnePulse, has said “The response from the public has been overwhelming in support of Asda. It’s great to see a big brand reducing costs and cutting food waste to help make healthy eating more accessible.”

The launch comes as grocery prices have fallen in an ongoing supermarket price war.

A study of more than 60,000 grocery items in the UK’s four biggest supermarkets – Tesco, Asda, Sainsbury’s and Morrisons - commissioned by trade magazine The Grocer has revealed that prices fell by a record 2.8 per cent in the year to February.

Ian Harrison, Asda’s produce technical director, said: "We’ve got a real hit on our hands with Wonky! It was always meant as a trial to see how customers reacted to slightly scruffier produce but this has also enabled us to flex our specifications across a wide variety of our standard produce lines.

“For example, we’re taking 340 more tonnes of standard and organic carrots which would previously have been out of spec. We’ve also relaxed specifications on other produce like green beans, chillies and standard sweet potatoes which has put a further 300 tonnes of produce onto our shelves, which is good news for farmers".