The range, called Great Stuff, is still in development, but Asda has applied to register the name and logo as a trademark under a wide range of classes, including fruit and vegetables, seeds, drinks and jams, as well as toiletries and clothing.
A spokesman told The Grocer that it would not be launched until after summer. It will be sub-branded, using its existing Garden Gang label for healthy lines and For a Treat for occasional items. Asda already
has a children’s range, More For Kids, which stretches across food and health & beauty lines.
The spokesman would not be drawn on to whether Great Stuff would be a rebranded version of existing ranges but added that healthy kids ranges were vital to Asda. “We have a higher proportion of mums with kids shopping with at Asda, so it’s of particular importance to us.”
Asda tied up with children’s charity The Kids’ Cookery School last year to develop a range of healthy food for kids, which is also scheduled to launch later this year.
Asda chefs have been working with the charity and a London school to design “kid-friendly” meals that children are able to prepare themselves.
Garden Gang was first introduced in the late 90s, using characters such Penny Pear and Alex Apple to promote fruit and vegetables to children, giving away the plastic characters with selected purchases.