Asda has unveiled a sweeping overhaul of its own-label range – and pledged to “drive as hard on quality as it does on price”.

The supermarket is launching 500 new own-label products and has reformulated another thousand in what it called “the single largest own-label re-launch in UK retailing history”.

The revamp sees its standard own-label range brought under a new banner, ‘Chosen By You’. The Smart Price value range and Extra Special premium tier are unaffected by the change.

Hailing “the most significant food development at Asda”, the supermarket said 40,000 consumers had taken part in nine months of quality tests around the UK to improve the standard range.

The move comes after Andy Clarke last month said the supermarket had not focused enough on the quality of its food.

“We’ve taken a long, hard look at our products, done a lot of listening to our customers and invested a significant amount of time, effort and money,” Clarke (pictured) said.

“No other retailer has moved so aggressively to seek not just the counsel but the consent of the very people who buy and eat their products.”

“Today we’ve reached a key milestone in our efforts. We’re re-launching our core Asda brand – ‘Chosen By You’. We’re sending a clear message that Asda will now drive as hard on quality as it does on price.”

He added: “We have made customers an integral part of our business and our business planning, empowering our customers in a way no UK retailer ever has. From today, ‘our’ own brand becomes ‘your’ own brand.”

Read more
Hot Topic: Has Andy Clarke just had a Ratner moment? (21 August 2010)
Our food’s not good enough, says Asda boss Clarke (18 August 2010)

There's still plenty of time to enter The Grocer's Own-Label Awards, which recognise the category's best on criteria such as taste, appearance, innovation and value for money. Entries close on 30 October.