Shoppers in west London are being asked to show some love for 'wonky veg' championed by Jamie Oliver .

Family-sized boxes of misshapen and blemished vegetables have been introduced at selected Asda stores for £3.50 - 30% cheaper than the grocery giant's standard lines.

They went on sale on Friday (February 5) on a trial basis at 128 branches across the UK, including the following stores in west London:

The move comes after celebrity chef Jamie Oliver railed against perfectly good vegetables going to waste because supermarkets claimed they looked too unappealing for customers.

Consumers are being challenged to prove the supermarkets wrong during the trial period and ensure the 'wonky veg' - which may be the wrong shape, size or have superficial blemishes - is rolled out to more branches.

The new family-sized boxes containing nine different seasonal misshapen vegetables were introduced in response to the latest episode of Channel 4's Jamie and Jimmy's Friday Night Feast.

Asda first introduced imperfect fruit and vegetables at selected stores last year in response to calls from the show's presenters Jamie Oliver and Jimmy Doherty, and it says they have been a hit with customers so far.

Ian Harrison, Asda's technical produce director, said: "Our shoppers absolutely love Wonky fruit and veg and we’ve seen sales steadily increase over the last year.

"So, we’re excited to launch a unique and exclusive Wonky Vegetable box that is jam-packed with ugly winter veg that not only saves shoppers money but helps farmers get more of their crop onto our shelves."