Asda customers save £57 a year by cutting down on food waste

​The Leeds-based firm is the first UK supermarket chain to quantify how much customers have saved after launching a campaign to tackle food waste.

Asda ​said that the positive customer behaviour change was driven by a series of actions developed in​ ​line with customer insight, combined with research conducted by the University of Leeds.​

Announced at a parliamentary reception, hosted by MP Hilary Benn, ​​Asda ​said the multi-channel campaign focused on providing customers with advice on everything from food storage and labelling, to creative recipe inspiration for leftovers. Meanwhile, in-store events encouraged customers to pledge to make changes in their own homes.

Since the launch​,​ 81​ per cent​ of customers said they planned to follow the advice provided​ and​ two million customers are making changes as a result of the campaign​.​

Asda’s ​c​hief ​c​ustomer ​o​fficer, Andy Murray, said:​ ​“As a major food retailer, we have a responsibility and the ability to bring about large scale change when it comes to tackling food waste”

University of Leeds ​p​rofessor William Young said: “Working with a large scale retailer like Asda, and its millions of customers, has been an invaluable experience.“