Asda, a retailer based in the United Kingdom (U.K.), is launching new packaging across its entire chicken range, which is expected to save 450 metric tons of plastic each year.

The decision, according to the company, is in line with its ongoing commitment to “use less and recycle more.”

Reducing plastic packaging by up to 50% across the range, Asda is moving its selection of chicken out of plastic trays and into the new pouches in a supermarket first, following a successful trial last year on mini-fillets and diced breasts.

Customers will see the new packaging launch on chicken thighs in the coming weeks and by the middle of summer, the full range, including whole birds, drumsticks, legs, diced breasts, and mini fillets will be in the more sustainable packaging.

The move is expected to make a considerable difference to helping tackle plastic pollution, with one out of two households in Britain purchase chicken in the weekly shop. In addition, the pouches are designed to support hygienic preparation of meals, with customers able to simply pour the poultry from-pack straight into the pan, without needing to pick the chicken up with hands or utensils.

Advertisement

Lisa Barratt, Asda’s poultry buying manager, said: “The change in poultry packaging marks the next step in our commitment to use less and recycle more, something which we are very passionate about delivering for our customers and colleagues.

“The move means customers don’t have to prioritize plastic reduction over grocery decision making, ensuring the nation can continue purchasing quality poultry at the same price.”

The initiative is part of Asda’s long-term commitment to remove single-use plastic from its business. Since 2018, the supermarket has removed 9,000 metric tons of plastic and committed to removing 3 billion pieces of plastic from own-brand products by 2025.

Asda, according to its website, was founded in the 1960s in Yorkshire, U.K.