Asda's pilot project to reduce packaging on fruit and veg has been a success with customers, the retailer told The Grocer this week.

Feedback from shoppers showed they liked the "old-style greengrocer" effect created by selling fresh produce loose from boxes, said a spokesman.

Asda, which has been running the trial for six weeks at its Southport store in Merseyside, has ditched the packaging on around 60 pre-packaged products. Only delicate fruits such as raspberries and pre-prepared vegetables remain in protective packaging.

If successful, packaging will be removed from products at other Asda stores by the end of the year as part of its pledge to cut packaging on own-label food by 25%.There was no sign that cutting pre-packed fruit and veg lines from the range had put consumers off, the spokesman added.

"The trial has been going extremely well and has had a favourable impact on sales. Although it is early days, customers have given it a warm reception, and say they like being able to see products free from packaging. We haven't noticed any increased wastage of produce as a result - people seem to treat fresh produce with respect.

"This is an important project for us and we are waiting to hear all of the feedback, but the signs so far are that this has been a major success and has contributed immensely to cutting back on packaging."

Morrisons is still drawing up a waste action plan after chief executive Marc Bolland committed last week to cut the amount of packaging on own-label lines by 15%.

The retailer said it planned to extend the use of bio-degradable packaging, launched on its

organic lines in January. It is using trays made from sugar cane fibre, film and sealing tape made from wood pulp, and bags made from cornstarch.

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