Each year, Asda sells almost six million swedes but you’ll when you visit your local store, you’ll notice a difference… the swedes are naked.
As part of Asda’s Plastic Pledge, the supermarket has disrobed its swedes and they’ll now sit unwrapped - saving over 14 tonnes of plastic in doing so. The retailer has also committed to reducing packaging in own brand products by an initial 10% by February 2019 and making all packaging 100% recyclable by 2025.
Mischief announced the news and media went full swede ahead to cover the story. Tasty coverage landed in the likes of the Mail Online (who had a double portion with two articles), Metro Online, Daily Mail, Daily Mirror and many more