Asda is planning a series of own-label launches to capitalise on the growing popularity of higher margin ready meals led by the £1bn Tesco Finest range.
The Grocer has learned that Asda has registered Chef’s Specials, Italian Choice and Pub Menu as trademarks at the Patent Office under the classification of prepared meals and sauces. They are likely to be names for premium ranges, alongside its Extra Special sub-brand.
Asda confirmed that it would be looking to use the names in the future.
However, a spokeswoman declined to put a time frame on any new launches. It is understood that Asda may have experienced some teething problems with the new ranges and that, as a result, they are unlikely to be launched this year.
Asda’s Extra Special range consists of 550 products, including 100 homeware items.

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