Asda is enhancing its family focus by setting up a board of mums to provide feedback on a quarterly checklist of products as well as weekly advice.

The board will comprise of eight mothers who will serve for one year, each of whom will be buddied-up with one of the existing Asda Executive Board members.

The Asda Board will call or meet with their new mum regularly to gain important insight into what the company can do to make life easier for parents.

“Mums have to perform an amazing juggling act every day of the week,” said Asda’s trading and marketing director and chair of the mum’s board, Angela Spindler. “They probably face the most demands and are the most time-pressured and value conscious customers we have. If we get it right for them we reckon we’ll get it right for everyone.”