Rolling out to coincide with Fairtrade Fortnight, which began this week, the nine-strong range includes tea bags, coffee, honey and four fresh fruits - pineapple, mango, grapes and bananas. Another seven products will be added later in the year, including more fresh produce and drinks.
The supermarket also stocks a range of branded products and has been selling Fairtrade tea and coffee for 10 years.
Asda said it had seen a steady increase in sales of branded Fairtrade products and the new range had been introduced to cater for increasing demand from customers for these goods.
A spokesman said: “We've worked closely with the Fairtrade Foundation to develop a range of own-label products that will help shoppers to improve the lives of farmers and workers worldwide while offering great tasting, quality products.”
Speaking in Westminster at the launch of Fairtrade Fortnight, which runs until March 13, Fairtrade Foundation executive director Harriet Lamb said retailers were recognising consumer demand for ethical goods. “There has been quite a change in attitude - retailers are really beginning to support fair trade.”
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