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.

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