Asda is scrapping its Integra laundry detergent and launching a new sub-brand called Logic.
The Logic range includes automatic and concentrated washing powders and liquids, and is launched in Asda stores this week.
Asda category director Graham Dyson says: “We believe that Integra performed adequately, but felt that it could be more successful if we revitalised the brand.”
Integra was launched three years ago, shortly after Sainsbury’s launched its own Novon range. Dyson says the Integra brand was too limited and needed more lines. Logic has 32 lines. Its pricing will be similar to that of Integra.
Asda says the new range undercuts brand leaders such as Ariel and Persil by up to 60p per pack. The launch will be backed by a marketing campaign using regional and national press.
Logic is manufactured by own-label supplier McBride, which also produced Integra. It is believed McBride makes own-label washing detergents for the rival Asda supermarket chain.
All the major supermarket groups have launched their own laundry detergent ranges. Sainsbury’s was first with Novon, followed by Tesco’s Advance and Safeway’s Cyclon range.
The launch of Logic will help Asda in its bid to increase its share of own-label sales from its present 34 per cent to 40 per cent. It has recently launched sub-brands for snacks and alcoholic drinks.