asda new look meat aisle

Asda has radically overhauled its meat aisles as it tries to fight back against the discounters.

Moving away from the convention of grouping meat products by species, the supermarket is cross-merchandising beef, pork and lamb products by meal occasion and cut - such as BBQ Favourites, Burgers, Joints and Ready to Cook.

The new-look meat aisles had been rolled out following Asda’s completion of a meat category range review, a spokeswoman said.

“In line with customer feedback, we have made this aisle much more accessible for them,” she added. “They can now see products grouped by meal occasion, cut of meat etc, to help them visualise the end meal.”

The supermarket had also changed its point of sale material so customers can “see meal ideas above different product lines to help inspire them during their shop”.

Matthew Southam, senior multiple retail manager for AHDB Beef & Lamb, said Asda’s new meat merchandising was a first for a UK supermarket.

“Over the years, our research has suggested consumers would identify better with occasion-based merchandising for meat, because when they are shopping they have an occasion in mind, rather than a species,” he said.

“But up until now, no retailer has taken the risk and trialled it, so we are very interested to see how it goes for Asda. We think it will be a success, but the proof will be in the pudding.”

With the mults continuing to lose out on red meat sales to the discounters, they needed to try new things and innovate, he added. “The tried and trusted way is just not hitting home.”

Asda has also revamped packaging for own-label meat lines to highlight provenance, following a similar move by Sainsbury’s on its own-label standard pork this week.