She said launching the wonky box was "a fantastic move from Asda". "It works on so many levels, including helping people to understand that there is nothing wrong with imperfect-looking food," she explained. "It could help increase the UK’s vegetable consumption – something that public health professionals are constantly trying to achieve. "Even more importantly, it allows people who are on a tight budget to access more vegetables and gives them more freedom to experiment with veggies in the kitchen, without the risk of wasting too much money.