Morrisons has launched a £5 veg box which it claims can feed a family of four for a week. Customers who don’t mind their vegetables “wonky” can buy a box for just £3, plus a delivery charge, of between £1 and £5.
Buying the wonky box has the added benefit of helping the environment by saving on food waste. Tonnes of vegetables which don’t match up to strict supermarket size and shape parameters are thrown away each year.
Morrisons is going head-to-head with big-four supermarket rival, Asda, which recently launched its own box of misshapen vegetables for £3.50.
Morrisons said its offering is a fraction of the price of most delivered vegetable selections, which it calculates cost £13.75 on average. That comparison includes up-market suppliers such as Abel & Cole and Riverford.
Morrisons’ boxes contain about 4.2kg of vegetables, made up of eight seasonal varieties including staples such as carrots, onions, potatoes and cauliflower, sourced from British growers. Some of the wonky veg will come from overseas.
The same amount of produce would cost an average of £6.14 at the big four supermarkets, and should feed a family of four for a week, Morrisons said.
Andy Todd, vegetable buyer at Morrisons, said: “We’ve listened to our customers who told us they want even more affordable veg. They are a great way for our customers to buy British or eat seasonally or feed the family for the week.”
The standard box is available from 28 September while the wonky box as well as an £8 organic box will be on sale from Monday 2 October.
