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Asda to reduce own-label packaging

Published:  23 July, 2008

Asda is to market its Green Rollbacks' scheme in the run-up to May, with promises that it will put all the money saved from its reduced product packaging towards keeping prices down.

The supermarket giant said the scheme is part of its pledge to reduce its own-label packaging by 25% by the end of the year, across 500 product lines. This will help lower the cost of its own product lines for customers.

it is not yet clear what format the marketing will take.

Asda expects to generate an estimated 10million in savings from customers who buy products with reduced packaging; the amount saved will be wholly "ring fenced" into lowering the cost of its own branded items in store.

The Wal-Mart-owned company has earmarked a range of grocery products that have already been repackaged as more environmentally friendly, with a view to including them in the Green Rollbacks scheme.

These include introducing lightweight bottles across its own-label wines, instant coffee, ready meals, organic and non-organic fruit and vegetables.

Andy Bond, chief executive of Asda, said: "Going green should reduce the cost of living not increase it, and so for every penny of the 10m saved as a result of this programme will be passed back to our customers."