Asda is to overhaul its own label ranges after bringing in the marketing director of McCain, Simon Eyles, to oversee development.

"We want to develop own label in a way that it is chosen for product benefit rather than just price," said chief marketing officer Rick Bendel.

He said Eyles would look at several factors including the number of products. "He will no doubt look at pricing architecture and his brief is to make the Asda brand as differentiated and as powerful a point of difference for Asda as George is."