Asda aims to stock locally sourced products in all its 258 UK stores by 2004, according to stores in the community director Clive West.

At a regional supplier conference one year since the multiple tabled an integrated local community strategy, West said: “We want to list locally sourced products in every store by the end of the year.”

Chief operating officer Richard Baker, who also attended the event, said local sourcing had proved extremely lucrative, with regional suppliers beating top brands on their own turf: “We have local ice creams that are outselling Häagen-Dazs in select outlets, and local breads outselling Warburtons in some Staffordshire stores.”

West said Asda had added 400 new local lines to its stores in 2002 and now had 130 local suppliers on its books.

The multiple estimates it can make £160m from sales of local products this year.