It’s not often that a cardboard container filled with rejected veggies inspires an online frenzy, but then Asda’s wonky veg box is no ordinary product. Simultaneously battling food waste, poor diet and stretched budgets, these bundles of ugly greens have hit a rich seam of consumer desire.

Salad kits are a recent entry in the packaged salads market, but they've been flying off the shelves at US supermarkets. As consumers become better educated about nutrition, they’re growing bored of plain leaf blends, developing a taste for mixes with a bit more pizazz.

'Food porn' is everywhere on social media, often tagged with terms like #yummy or #Instafood. But while showing off your eggs benedict or smashed avocado might rake in the likes, research suggests this habit could be contributing to the already vast food waste problem in the UK.

In the UK – where 15 million tonnes of food is thrown away annually – supermarkets are mucking in to minimise waste. But how responsible do consumers feel? After all, 40% of them throw food away at least weekly. Canvas8 sat down with 20 Brits to find out how guilty they feel about wasting food.