Asda to streamline own-label food lines

by Jemima Bokaie Marketing 07-May-08, 10:00

LONDON - Asda is reviewing its portfolio of own-label products, as part of plans to simplify its food offering.

The review could result in several brands from the supermarket's portfolio, which includes Extra Special and Organic, being axed or rebranded as it seeks to revitalise its own-label offering and make it easier to shop.

'We have overdosed on own-labels in the past. We are simplifying the range to include a value, mid-range and premium offering,' said Asda marketing director Rick Bendel. He confirmed that there will be a stronger focus on fresh food.

Asda is also reviewing the number of products in its Great Stuff range for two- to nine-year-olds (Marketing, 6 February). The healthy-eating line, which replaced its More for Kids offering in 2005, spans 100 products.

Asda's ads are created by Fallon and campaigns have starred celebrities including football pundit Ian Wright.

This year, the supermarket's advertising will focus on price, building on its weekly price-comparison ads.

Last week, it launched Sporting Chance, an initiative that aims to provide up to 500,000 youngsters with access to free sporting sessions during the school summer holidays over the next five years.