Asda puts £17m into cutting price of healthy food

by Rachel Barnes Marketing 12-Jan-05

Asda is fighting back against Tesco's much-hyped glycaemic index labelling system by investing £17m in making healthy food cheaper in its stores.

Asda has lowered the levels of salt and fat in its Smartprice economy food range, allowing customers to choose a healthier option without having to buy premium lines.

In addition, branded health-focused products have been reduced in price.

A six-pack of Evian has been reduced by £1 to £2.28, and Weight Watchers ready meals are down from £1.18 to £1.

Asda is expanding its core healthy-eating range, Good For You!, from 250 to 400 products and launching a Good For You! quarterly magazine, with a minimum circulation of 1m.

It will also offer 110,000 free health checks throughout its 271 stores, providing diabetes, blood-pressure and eye tests. Its pharmacies will offer cholesterol tests and trained nutritionists will give customers tips on healthy eating.

Last week Asda confirmed that Sharon Osbourne will front a health-focused ad campaign later this year.