The supermarket is relaunching 3,500 products and introducing 500 new products under the Chosen by You brand and has redesigned the packaging across the entire range with a consistent design to increase standout and improve navigation.
The new range is part of a £100m investment which included 200,000 UK consumers taste testing and benchmarking the products.
Andy Clarke, Asda CEO, says that customers are an integral part of Asda’s business planning and the redevelopment of the range.
“In launching Chosen by You, we’re making a bold statement about Asda’s quality and we will drive as hard on quality as price.”
“We’re empowering our customers in a way that no UK retailer ever has. From today ‘our’ own brand becomes ‘your’ own brand,” he says.
Simon Eyles, head of Asda brand marketing says the Chosen by You range has been developed with classic brand marketing principles.
Eyles adds: “We’re not moving on from our price positioning but showing another dimension to our offer. It’s a customer driven approach that goes hand in hand with our price offer.”
The launch will be supported by a major integrated marketing campaign including television, outdoor and press activity launching on 28 September to communicate the private label’s brand philosophy.
Asda will be hoping that the reinvigoration of its core range helps reverse its market share slide. The latest data from Kantar Worldpanel shows that Asda’s market share is in decline and growing below the total market growth.
Emma Fox, commercial director of Asda brand, says: “Half of all Asda sales are own label, 85% of those are from our mid-tier range but much like other mid-range supermarket brands it has been a bit neglected in the past. Now we’re giving it a real point of difference.”