Asda own brand is Chosen by You
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Asda is relaunching its mid-tier private label range under the new “Chosen by You” brand name in a bid to improve perceptions of the quality its food.
The supermarket is relaunching 3,500 products and introducing 500 new products under the Chosen by You brand and has redesigned the packaging across the entire range with a consistent design to increase standout and improve navigation.
The new range is part of a £100m investment which included 200,000 UK consumers taste testing and benchmarking the products.
Andy Clarke, Asda CEO, says that customers are an integral part of Asda’s business planning and the redevelopment of the range.
“In launching Chosen by You, we’re making a bold statement about Asda’s quality and we will drive as hard on quality as price.”
“We’re empowering our customers in a way that no UK retailer ever has. From today ‘our’ own brand becomes ‘your’ own brand,” he says.
Simon Eyles, head of Asda brand marketing says the Chosen by You range has been developed with classic brand marketing principles.
Eyles adds: “We’re not moving on from our price positioning but showing another dimension to our offer. It’s a customer driven approach that goes hand in hand with our price offer.”
The launch will be supported by a major integrated marketing campaign including television, outdoor and press activity launching on 28 September to communicate the private label’s brand philosophy.
Asda will be hoping that the reinvigoration of its core range helps reverse its market share slide. The latest data from Kantar Worldpanel shows that Asda’s market share is in decline and growing below the total market growth.
Emma Fox, commercial director of Asda brand, says: “Half of all Asda sales are own label, 85% of those are from our mid-tier range but much like other mid-range supermarket brands it has been a bit neglected in the past. Now we’re giving it a real point of difference.”
YouGov Insight:
ASDA
- 17% of main shoppers use ASDA for the bulk of their shopping
- The most popular reason given by consumers for shopping at ASDA is that they have ’plenty of special offers’
- ASDA is the least vulnerable to consumers switching from them and currently benefits from consumers being disloyal to other stores
- ASDA’s highest regional consumer penetration is in Scotland (20%) and the lowest is in the East (10%)
Click here for more information on this YouGov market report
Readers' comments (2)
Marcus Stead | Mon, 27 Sep 2010 4:27 pm
I've been hugely unimpressed with Asda's 'Chosen by You' range during the past week.
As a regular shopper at Asda, I have for some years enjoyed a number of their middle-range, £1 desserts, such as the American-style chocolate cheesecake.
During the past week or so, these have entirely disappeared, to be replaced by more upmarket products with the 'Chosen by You' branding on them. Needless to say, they are literally TWICE THE PRICE.
I stopped shopping at Morrisons when Marc Bolland took the shop upmarket, abolishing most of the 'Buy One, Get One Free' promotions that had been a feature of Morrisons for many years, and replacing it with expensive, over-rated produce aimed at middle-class, environmentally conscious types. Sadly, Asda has now followed suit.
It looks as though I'll be shopping in Aldi and Lidl from now on. I wish one of the major chains would employ a CEO who understands that even shoppers who are on reasonable incomes love a bargain, and for those on lower incomes, such shops are a lifeline.
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jordan | Wed, 18 May 2011 1:45 am
I think the range is fab
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