Asda is introducing 450 new ambient world foods products across eight ethnicities this month and launching Sri Lankan and West African bays for the first time.
Asda said there were 200,000 Sri Lankans living in the UK who found it hard to buy their favourite brands. It is introducing bays containing 47 new lines in 41 selected stores, including red rice, Sri Lankan curry powders and dried and tinned fish.
It is also adding 70 new African products in 35 stores. These will include African brands such as Mother Africa and Africa’s Finest, with lines such as seasonings and powdered yam.
Asda’s latest world foods expansion will also include 100 new Polish lines, from pickles and soups to confectionery.
“Shoppers told us they want the convenience of everything under one roof, and we are aiming to be a credible destination shop for all ethnic customers in the appropriate locations,” said Robert Youngson, Asda senior category director for world foods. “Price remains important for us, so we’ve added linksaves and value bays for ethnic foods. Asian bulk products are available in the two-for-£10 mix and match range.”