Chosen By You products replace the Asda brand and are rolling into stores from now until the end of the year. Each of the 3,500 products was blind-tasted by at least 50 consumers and at least 70% of those had to like the product for it to make the cut.
The range includes 500 new and 1,000 reformulated products. The remaining products are repackaged existing lines that passed the consumer taste tests. Asda's mid-tier brand previously accounted for £8bn-£9bn of sales, with 92% of Asda shoppers putting at least one product in their basket.
"Only recently, value meant price and price alone," said Asda CEO Andy Clarke. "But consumers rightly ask that we add two other critically important dimensions to the meaning of value quality and service."
Clarke told The Grocer he was not worried the range would cannibalise sales from Extra Special and Smart Price. "85% of our total own-label offer is in our core range so if it goes to 86% or 87% it's a marginal shift," he said.