Asda takes on brands with own-label snacks

Supermarket chain Asda is fuelling the brands and copycat own-label controversy by launching a range of savoury snacks.

The retailer, which has already attacked the Net Book Agreement and price maintenance on over-the-counter medicines, aims to steal share from Golden Wonder’s Wotsits; Walker’s Doritos, Quavers and Monster Munch; and Procter & Gamble’s Pringles.

The own-label equivalents, called Cheezee Wiggles, Gringos, Cheezee Curls, Beastie Bites and Snax respectively, are on average 20 per cent cheaper, according to the supermarket chain.

Chris Emmel, Asda grocery manager, says: “Own-label crisps were our most successful launch last year. Our own brands now account for 34 per cent of our sales. We are confident that this range will take that figure even higher.”

Asda’s latest attack on the 800m savoury snacks market follows the launch of a range of own-label lagers, alcopops and bitters.

Both initiatives are being backed by instore sampling, with Asda’s versions pitted against the brands. For the launch of the snacks range, a promotion dubbed the “Snack Attack” campaign will run for a month starting this week.

As part of the initiative, a character called the Snack Attacker will be present in each of Asda’s 207 stores and invite shoppers to try the products.

In a separate move, the supermarket chain is launching an own-label chocolate biscuit called Puffin in a direct challenge to McVitie’s Penguin brand.

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here