ASDA shoppers divided over new edible skin that gives fruit a longer shelf-life

Supermarket giant ASDA has announced plans to make its fruit have a longer shelf-life.

Asda says it is set to begin a significant new program in partnership with Apeel Sciences, which will introduce Citrus fruits and Avocados with plant-based protection in c150 stores, to increase shelf life and prevent food waste.

According to ASDA it will be the first time that this technology has been used on this scale in the UK.

Apeel’s plant-based protection is made from the same materials found in peels, seeds & pulp and its aim is to slow down the spoiling process. It works by sealing moisture in and keeping oxygen out so that quality and freshness can be maintained for longer, giving customers longer to enjoy their produce and thus helping to prevent food waste.

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Writing on the social media platform, ASDA said: “We’ve teamed up with Apeel Sciences to introduce plant-based protection to increase the shelf life of citrus fruits and avocados and prevent food waste.

“The trial in 150 of our stores is the first time that this technology has been used on this scale in the UK. Apeel’s plant-based protection is made from the same materials found in peels, seeds and pulp and aims to slow the spoiling process by sealing in moisture and keeping out oxygen.”

Two thousand people have already liked the post, and it has been reshared over 100 times.

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Praising the idea, Angie Blount said: “Good stuff ASDA.”

Others seemed confused by the news, with some thinking it meant ‘another layer of chemicals’ on our fruit.

Carrie-Ann Wylie asked: “How does this affect you using the zest?”

Tracey Belcher quizzed: “Can you still use the peel safely?”

Confused Sandra Matthews said: “So really you are just putting another layer of chemical on our fruit!!”

Mary Knight clapped back: “Guess you can’t read!”. . . plant-based protection is made from the same materials found in peels, seeds and pulp.” So NO chemicals.”

Catherine Harker clarified: “Sandra I think it’s replacing the animal derived coating they would usually use – so positive news.”

Asda Senior Director Dominic Edwards, said: “We are always looking for ways to improve the shelf life of our products and make it easier for our customers to make more sustainable food choices whilst making their money go further. We are really excited to be working with Apeel – bringing the great work they’ve been doing globally, to our UK customers. During this programme, we will be learning more about the benefits of longer-lasting produce for our customers, and we are looking forward to seeing what further developments this could lead to in the future.”

Apeel CEO James Rogers, said: “Asda is obsessed with helping their customers’ budgets stretch farther. Now with the availability of longer-lasting produce, Asda has opened a new dimension of value for their shoppers. When shoppers have more time with their food, more of what they buy gets eaten instead of thrown away. How often does saving money help save the planet? It’s happening every day at Asda.”

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Tesco has also said it plans to take part in the scheme.

Tesco says around 80 Tesco Extras and superstores around the Peterborough area would begin using Apeel-coated Jaffa oranges, sweet easy peelers and lemons to understand the effect the tech had on shelf life.

Tesco group quality director Sarah Bradbury said: “Tackling food waste is one of the ways we’re working hard to minimize our environmental impact and help protect the planet. Apeel could be a powerful tool in helping us cut waste in our supply chain and help customers reduce it in their homes.”

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George Holan

George Holan is chief editor at Plainsmen Post and has articles published in many notable publications in the last decade.

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