The move follows an intense nine-month period of quality benchmarking and independent taste-testing. More than 40,000 people in the UK have taken part in ‘secret’ events in church halls and community centres in 45 different locations, from Kirkcaldy to Weston-Super-Mare, Londonderry to Canterbury, and Neath to Dereham (Norfolk).
The scale of the supermarket’s own brand relaunch is unprecedented in UK retailing. So far, Asda has invested more than £100m in a concerted drive to improve product quality across the store, without impacting prices for customers.
Andy Clarke, Asda president and CEO, said: “When it comes to our food, 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. 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.
“Today, we’ve reached a key milestone in our efforts. We’re relaunching our core Asda brand, ‘Chosen By You’. We’re sending a clear message that Asda will now drive as hard on quality as it does on price.”
Each ‘Chosen By You’ product was tested by a minimum of 50 consumers in a single location. They all agreed that they were current buyers of the product type in question and didn’t reject the particular flavour to be tried. The sample profile included dieters, meat reducers, and those who were wheat intolerant etc.
The test was conducted ‘blind’ (without any packaging or branding shown), and products were prepared as instructed on-pack and served on their own, or with a simple accompaniment (a buttery spread with bread, or pasta sauces were all tasted with the same base pasta as appropriate).
Read the full Asda press release at this link.
Source: Asda
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