Asda to launch green research
Published:  18 July, 2013

Asda is putting customers at the heart of a new sustainability research initiative, in conjunction with the University of Leeds.

According to the supermarket chain it is using Europe’s largest “green customer panel” to shape the future of its products. It hopes to create more sustainable and affordable products and pass on £800m of savings to consumers by 2020.  

The study is unique within the UK retail sector and will include a panel of 7,500 ‘Everyday Experts’. “Over the past two years we’ve already committed to passing on £800 million of savings to our customers through our sustainability initiatives by 2020. Our Everyday Experts tell us they want consistently low prices without compromising on sustainability,” said Asda’s external affairs director Paul Kelly.

“We’ve joined with University of Leeds in a UK first to help change attitudes to sustainability and to bring new, improved and affordable sustainable products to the shelf edge. Not only does this make sense for retail as a whole; it makes sense for customers and will continue to save them money in the long term.”

A full time member of staff from the University of Leeds will be placed in Asda to lead the research and help shape communications.

Dr William Young, director of business and organisations for sustainable societies (BOSS) research group at the University of Leeds said: “We’re looking at what will work for the mainstream customer, and not necessarily those who are already committed to a ‘deep green’ lifestyle. This means working within people’s busy lives, desires and needs, so that reducing food waste for example becomes a habit and a way to reduce household food costs.”

My Account


Most read


For the third year running, a grain fed cow won the World Steak Challenge. What do you think produces the best beef?