Apeel x Asda

Apeel avocados / Source: Apeel Sciences

ApeelEuropeFood & BeverageNorth AmericaPackaging

3 MINUTE READ

Nadine Smith

WHAT WE SAY:

We are hugely excited by the potential of Apeel’s plant-based edible coating, designed to extend the shelf life of fresh fruit and vegetables.

It could enable supermarkets to finally bridge the gap between the past and future, while keeping their shareholders and logistics teams happy too. If Asda’s trial goes well, expect to see similar initiatives coming to a grocery aisle near you soon. Less packaging and less food waste is a win-win.

KEY FACTS:

Clementines, oranges and avocados coated with Apeel protective layers are now available, across the UK, through supermarket retailer Asda.
Plant-based Apeel coatings are thin, edible, odourless, colourless and tasteless, developed to keep moisture within the produce, and oxygen out. Apeel can increase the shelf life of fresh produce by two to three times, reducing food waste.
Almost 150 Asda stores throughout the UK are taking part in the trial, with included produce identified at point of sale.

Apeel oranges / Source: Apeel Sciences

Apeel's Life Cycle Assessment / Source: Apeel Sciences

DIVE DEEPER:

3.6 million tonnes of food is wasted by the UK food industry every year and by prolonging the shelf life of fresh produce, Apeel hopes to reduce food waste across the supply chain. Since 2019, Apeel claims to have prevented over 42 million pieces of fruit from going to waste.
Asda is targeting to cut food waste by 50% from its stores by 2030 and using Apeel’s coating is one approach towards reduction, in both supply and post-consumer waste streams.
Additionally, using Apeel coatings can reduce water consumption by up to four litres per kilogram of citrus produce (as demonstrated through its comparative Life Cycle Assessment.
The coatings are made from a combination of lipid and glycerolipids, derived from the seeds, peels and pulps of fruit and vegetables.
Despite being designated safe to consume by the FDA, Apeel has focused initially on fruits where the coating is removed prior to consumption, for example clementines, oranges and avocados.
Commercial applications to softer fruits and vegetables (e.g. grapes and cucumbers) are still under testing and not currently on the market.
At the time of writing, Apeel x Asda packs of 5 oranges were retailing for GBP 0.99 (USD 1.20) and single avocados for GBP 0.95 (USD 1.15).
Stores included in the Apeel x Asda pilot are located in clusters across the UK, including London, Leeds and Manchester.

"We are always looking for ways to improve the shelf life of our products and make it easier for our customers to make more sustainable food choices whilst making their money go further."

Dominic Edwards - Senior Director, Asda

Key Design Considerations:

How much packaging will you still need?

While Apeel coatings can reduce the use of petroleum-based wax coatings for fresh produce, secondary packaging of produce needs to be considered. We were disappointed to see that many of Asda’s products with Apeel coatings are still packaged in single-use plastic at point of sale, somewhat negating the impact of this brilliant innovation.

How will you educate customers on the benefits?

People are often sceptical of change, especially when it can be seen as ‘playing God’ with food. While Apeel is not derived from genetically modified feedstocks, you should consider how to communicate the benefits of using the coating to customers, especially as the company moves towards coatings that will be eaten, rather than being peeled and discarded.

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WHAT WE SAY:

We are hugely excited by the potential of Apeel’s plant-based edible coating, designed to extend the shelf life of fresh fruit and vegetables.

KEY FACTS:

DIVE DEEPER:

3.6 million tonnes of food is wasted by the UK food industry every year and by prolonging the shelf life of fresh produce, Apeel hopes to reduce food waste across the supply chain. Since 2019, Apeel claims to have prevented over 42 million pieces of fruit from going to waste.

Asda is targeting to cut food waste by 50% from its stores by 2030 and using Apeel’s coating is one approach towards reduction, in both supply and post-consumer waste streams.

Additionally, using Apeel coatings can reduce water consumption by up to four litres per kilogram of citrus produce (as demonstrated through its comparative Life Cycle Assessment.

The coatings are made from a combination of lipid and glycerolipids, derived from the seeds, peels and pulps of fruit and vegetables.

Despite being designated safe to consume by the FDA, Apeel has focused initially on fruits where the coating is removed prior to consumption, for example clementines, oranges and avocados.

Commercial applications to softer fruits and vegetables (e.g. grapes and cucumbers) are still under testing and not currently on the market.

At the time of writing, Apeel x Asda packs of 5 oranges were retailing for GBP 0.99 (USD 1.20) and single avocados for GBP 0.95 (USD 1.15).

Stores included in the Apeel x Asda pilot are located in clusters across the UK, including London, Leeds and Manchester.

Dominic Edwards - Senior Director, Asda

Key Design Considerations:

How much packaging will you still need?

How will you educate customers on the benefits?

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