Morrisons has dialled up its offering of wonky and misshapen veg with the launch of a wonky veg box, containing about 4kg of veg for £3.
The box will go on sale on the Morrisons website on 2 October, alongside an organic veg box priced at £8, and a standard all-British veg box at £5, which will also be available in store from today (28 September).
Morrisons said the new range had been designed to “make eating fresh food more affordable”, with the boxes containing enough fresh British veg to feed a family of four for five days.
The £5 box includes eight different seasonal British vegetables such as carrots, onions, potatoes, cauliflower and courgettes.
The wonky veg box contained similar amounts of produce that may be misshapen with some products potentially sourced overseas, Morrisons added.
It said the £5 box was the cheapest of its kind on the market, with equivalent loose vegetables averaging £6.14 at the big four, while the organic box was also significantly cheaper than similar-sized boxes from Abel & Cole and Riverford Organic, Morrisons claimed; costing £12.50 (plus a delivery fee of £1.25), and £13.95 respectively.
The launch follows a successful online trial of veg boxes earlier this year, when Morrisons sold 2,000 in a week. Asda launched its own wonky veg boxes in February 2016 and expanded distribution to 200 stores in May.
“We’ve listened to our customers who told us they want even more affordable veg,” said Morrisons veg buyer Andy Todd. “They are a great way for our customers to buy British or eat seasonally or feed the family for the week.”