Asda is to plough tens of millions of pounds into improving the quality of its fresh offering.

The supermarket said the £27m injection in meat, fish and fruit and veg marked the “next phase of its comprehensive quality investment programme”.

It follows the £100m revamp of Asda’s standard own-label lines last year, which brought thousands of taste-tested products under the Chosen By You banner.

“Having successfully completed the rollout of Chosen By You, we are now embarking on the next phase of our quality programme,” said chief executive Andy Clarke. “We are investing £27m introducing market-leading quality specifications across all  of our fresh meat and produce.

“Through a combination of significantly more quality controls on our farms and in our depots, and by removing unnecessary middlemen along the way, we’ve been able to enhance the quality of our fresh food and keep prices low for customers.”

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