Asda has launched a new, own-label food range called "Chosen by You." The title reflects the grocer's consulting of 40,000 of its customers about the quality of its products.
Last month Asda chief executive officer Andy Clarke said the supermarket had not focused enough on the quality of its food and today the grocer has pledged to "drive as hard on quality as it does on price." The Smart Price value range and Extra Special premium tier are unaffected by the change.
Five-hundred new, own-label products will be launched and Asda is reformulating another 1,000 products.
"We've taken a long, hard look at our products, done a lot of listening to our customers and invested a significant amount of time, effort and money," says Clarke. "No other retailer has moved so aggressively to seek not just the counsel, but the consent of the very people who buy and eat their products. From today, 'our' own brand becomes 'your' own brand."