Importance Score: 45 / 100 🔵
Asda Implements Packaging Overhaul on Popular Mince Product
Supermarket chain Asda has introduced a significant packaging modification for its fresh beef mince range, mirroring a prior alteration by Iceland which was later rescinded due to consumer feedback. The retail giant’s shift to vacuum-packed mince, replacing the conventional plastic trays, is aimed at substantially decreasing plastic usage for this popular meat product.
New Vacuum Packaging for Asda Mince
Asda initiated the change to vacuum-sealed packaging for its fresh beef mince at the end of March. This alteration, observed by the Express, encompasses all varieties of fresh mince available in stores, including standard beef mince, 12% fat reduced fat beef mince, and 5% fat low-fat beef mince. The supermarket asserts this packaging innovation will lead to a 60% reduction in plastic consumption compared to the previous tray packaging.
Plastic Reduction Claim
Labels affixed to the new packaging state: “60% less plastic packaging vs previous packaging 18/12/2021 – 28/03/2025.”
Rollout and Location
The implementation of this packaging update, commencing on March 29th, is currently underway across Asda stores. The Express reported observing the new packaging at the Asda branch in Adel, Leeds.
Echoes Iceland’s Brief Packaging Change
This development occurs merely three months after frozen food retailer Iceland reversed its adoption of similar vacuum packaging for its beef mince following objections from its customer base.
Iceland had initially announced the switch to vacuum packs in August, citing an anticipated reduction of 35 tonnes of plastic annually. The rationale was that vacuum-packed mince occupies less volume after air removal, thus diminishing the required packaging material.
However, in January, Iceland declared a reversal of this decision, reportedly in response to customer requests, and reinstated the ‘classic’ packaging format.
Iceland communicated the change via Twitter, stating: “You asked, we delivered. The classic mince packaging is back!”
The vacuum packs had been introduced in over 1,000 Iceland outlets following a 12-week trial in 50 stores.
Customer Dissatisfaction with Vacuum-Packed Mince
Consumer complaints regarding vacuum-packed mince from various retailers have surfaced on social media platforms over the past year.
On the social media platform Reddit, user u/goosepond01 posted: “Vacuum-packed mince is a nightmare. I know this isn’t the first complaint post on here but I’m genuinely trying to figure out how the **** you cook this.”
Responding to concerns regarding cooking the product, user u/hostalavistababy offered a cooking tip: “I have developed a method of cooking it I like to call the ”shiatsu massage”. Basically I get two wooden spatulas, one in each hand and after I put the disgusting meat cuboid into the pan I furiously chop it with both spatulas like I’m having some sort of mental health crisis. That usually does the job.”