Supermarket Asda has this weekend expanded its wonky fruit and veg range in an attempt to get families to love legumes so often abandoned because of their shape or size.

The seemingly unattractive veg, the majority of which is sourced from Kent-based Watts Farms, should help shoppers save money, says the store.

Asda claims the new £3.50 family-sized boxes are 30% cheaper than standard lines.

The scheme is being trialed at 128 Asda stores, including, in Kent:

·

Kings Hill
· Canterbury
· Swanley
· Greenhithe
· Ramsgate

The supermarket was the first to introduce imperfect fruit and vegetable into selected stores last year, with the move championed by celebrity chefs Jamie Oliver and Jimmy Doherty.

During the latest series of the show, ‘Jamie and Jimmy’s Friday Night Feast’ airing on Channel 4, the foodie stars revisited the range and challenged the supermarket to extend it further which, the chain says, led to the new development which it hopes will reduce food waste and benefit farmers. Currently, 15% of potatoes do not meet specifications because they're too big, too small or blemished. The same statistic applies to other products such as parsnips; 10% of onions and 8% of carrots.

The initiative began in Kent stores this weekend and stock will be limited to determine demand.

Asda claims each box has enough produce to feed a family of four for an entire week for just £3.50. It will include in-season vegetables;

· Carrots
· Potatoes
· Peppers
· Cucumber
· Cabbage
· Leeks
· Parsnips
· Onions

Ian Harrison, Asda's technical produce director, said:

“The initial reception to Wonky Fruit and Veg has been fantastic and we’ve been eager to take this one step further for a while.”

Initially, six lines of wonky fruit and veg were trialled in five Asda stores in January 2015; carrots, potatoes, swedes, apples, pears and citrus.

After initial customer research, swede and potatoes were taken out of the range and the products extended into 25 stores.

Customer research shows 65% of its customers are open to the idea and 75% are drawn in by the low price, which led to the range becoming a permanent fixture in selected stores.