Asda plots refresh of own-label healthy food range

Asda appears to be looking at rebranding its own-label ‘Good for you’ healthy food range first introduced in 2001.

Asda could be about to refresh its healthy food range in a bid to give shoppers more choice.

The supermarket has trademarked several potential names that point to a consideration of a name change for the healthy food range. Names such as “Asda Good & Nutritious”  and “Asda Good & Guilt Free” suggest a plan to showcase the range’s well-being credentials under a new positioning, which would span around 50 products.

Asda declined to comment on future plans for the products adding said “we constantly evaluate our brands and register trademarks all the time”.

Any potential launch from Asda would up the ante against rival supermarkets in appealing to health-conscious shoppers. Tesco accelerated its charge for the consumer group earlier this year with the launch of an on-the-go healthy food range alongside a companion app. Meanwhile, Sainsbury’s introduced two healthy ready meal sub brands in 2013.

Supermarkets, keen to drive footfall by offering more choice, see the trend, see the trend toward healthier eating as way to lift demand. Asda, which has arguably fared the best of the big four chains this year, has said it will invest £250m in quality, style and design over the next five years to cement what it claims is its status as the “leading value grocery retailer”. The chain outperformed its big four rivals in last quarter, posting a 0.8 per cent year-on-year uplift in sales.  

An update to the ‘Good for you’ would also support Asda’s voluntary Responsibility Deal pledges to encourage people to eat healthier. The retailer is also one of the partners of the Government’s healthy living marketing initiative Change4Life.


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