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Asda re-launches own-label food and drink range
by Harry Oldfield - 12/10/2010
"UK supermarket chain Asda has announced the re-launch of its own-label grocery range under the new banner: Chosen By You."
Andy Clarke, Asda’s chief executive, said at a conference recently that the process had taken nine months and had involved the complete overhaul of around 3,500 food and drink items.
Clarke said the firm had recruited some 40,000 customers to take part in more than 200,000 taste tests to judge the quality of the food on sale. Head of the Asda brand, Emma Fox, said around 1,000 products had been reformulated after gauging customers’ opinions. One example is the grocer’s jalapeno humus which has been toned down in spiciness.
Asda, which is owned by US retail behemoth Wal-Mart, claims to have spent around £100 million on the overhaul. Clarke said the move represented a new direction for Asda and added that the Chosen By You range would focus on providing better customer service, better quality and better value.
Clarke found himself in hot water recently when he admitted that the quality of Asda’s produce was not up to the standard it should be. Over the past nine months the store has seen its market share fall to 17.2 per cent, according to analysts Kantar Worldpanel. Tesco, the market leader, has 30.8 per cent market share.
It is hoped that the re-launch will reverse Asda’s fortunes. Before being re-labelled as Chosen By You, the grocer’s mid-tier range was responsible for between £8 billion and £9 billion worth of sales every year.
More Details: http://www.discountvouchers.co.uk/news/42113535.html
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