A food waste-saving initiative, launched by UK retailer Tesco five years ago, has saved 50 million packs of fruit and vegetables. The Retail Brand called Perfectly Imperfect, was launched by the supermarket as a way of offering customers wonky food at risk of becoming waste. The wonky produce in the private brand range is as fresh and tasty as the regular fruit and vegetables sold by Tesco but is just a little misshapen. Since launch, customers have purchased 50 million packs of the Perfectly Imperfect range, saving 44,000 tons of fruit and veg at risk of going to waste.