Birds Eye 8 Sweet Potato Waffles 464g 5000116124275

Source: Birds Eye

Asda has dropped Birds Eye’s Sweet Potato Waffles

Asda is continuing to overhaul its ranging across its stores, this time making space in its frozen aisle for extra healthier and meat-free options.

The retailer has pulled many dozens of SKUs from its freezers in the past few weeks, with ready meals and meat & poultry the biggest ­victims of the cull.

The categories have lost more than 100 lines between them, with own label bearing the brunt. Chicken Filled Giant Yorkshire Pudding (385g), Classic Omelette, Chips & Beans (400g), Slow Cooked Beef Brisket in Stout Gravy (440g) and Southern Fried Mini Fillets (400g) are among 70-plus own label variants to have been delisted by Asda [Edge by Ascential w/e 14 August 2019].

“We have recently undergone a range change on our frozen category,” an Asda spokeswoman said. “We have increased the space dedicated to growing categories such as vegetarian, vegan and free-from.”

Asda had also listed “a variety of new brands such as Oumph, Strong Roots and Green Cuisine to further expand our NPD” she added.

While Green Cuisine is part of Birds Eye, the shakeup has been mostly bad news for the supplier. It has seen almost 30 frozen SKUs dropped since the start of June - including Sweet Potato Waffles, launched 10 months ago.

However, Birds Eye, which declined to comment, has won back some space for the likes of its Perfectly Baked range of frozen fish.

British Frozen Food Federation CEO Richard Harrow said he was “really impressed” with Asda’s frozen ranging.

The overhaul was similar to Tesco’s Project Reset programme that allowed remaining SKUs to be “shown with authority” and be easier to shop, he added.

It mirrors the ranging strategy elsewhere this year in Asda, which has seen the bagged snacks and babyfood categories made more navigable.