Asda Relaunches Own-Label Range
Asda is relaunching its budget own-label range Smart Price, in time for the start of 2012. The freshly designed range will be rolled out on-shelf in January with a new logo and on-pack photography.
Asda is relaunching its budget own-label range Smart Price, in time for the start of 2012. The freshly designed range will be rolled out on-shelf in January with a new logo and on-pack photography.
Around 400 food and non-food items will be rebadged in the new packaging first, with the remaining 200 general merchandise items following suit at a later date.
Food products in the range will feature traffic light labelling for the first time, as well as roundels to highlight if they contain no artificial flavours or colours.
According to Asda, 43% of Asda shoppers bought Smart Price.
Head of own label marketing Simon Eyles said: “Families were on tighter budgets so it was important that its economy range offered quality at the lowest price.
“We have worked to reinvigorate our Smart Price brand to ensure economising doesn’t mean compromising on quality or value,” he added.
“We never waste money on unnecessary packaging or advertising.”
The 600-strong range was originally launched back in 2000 to cover a wide range of food and non-food categories.
The relaunch of Smart Price is the latest in a string of own-label relaunches from the retailer.
The supermarket rebranded its standard range as Chosen By You in 2010 and the range now accounts for 40% of all Asda’s food sales.
Source: Asda
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