Asda plans major overhaul of its own-label value range

Asda is planning a major overhaul of the supermarket’s own label products with the launch of a new Just Essentials range as well as a new Asda Rewards loyalty card.

Billionaire owners the Issa brothers have given suppliers four weeks to support the launch of its new range which is set to have 300 products including beans, bread, crisps and biscuits, There will also be non-food products such as washing-up liquid and powder.

According to The Grocer, the supermarket described it as a “bold” move as it targets price-sensitive customers amid a worsening cost-of-living crisis. It left suppliers questioning whether it is possible to launch a proposition this large in a “matter of weeks”.

In a presentation to suppliers, the Big 4 supermarket revealed plans of wider rest which will see a major range simplification – as well as the rollout of its new Asda Rewards loyalty card, following trials in 16 stores.

Asda said it plans to contact suppliers about the launch and will hold talks with its own-label suppliers about how the change will impact its product line-up.

READ MORE: Asda’s billionaire Issa brothers target Sainsbury’s UK’s second biggest supermarket position

Experts have predicted the new range will replace Asda’s Smart Price range, mimicking Tesco’s move to phase out its Everyday Value range, although that was replaced by a house of tertiary own-label brands.

“Just Essentials by Asda is an extensive new range of over 300 products. It’s a bold, upbeat and positive brand,” Asda vice president of own-brand Sam Dickson said in the presentation.

She added: “The plan was to launch this through May, June and July, but we want to do it faster because it’s really important for our customers that we are with them all the way.”

On top of challenging suppliers to respond to its new range launch, it has also commenced a wider range review across all categories as well as a simplified promotions strategy.

“The timeline is rapid, delivering a minimum of two reviews a week between April and August.”

Click here to sign up to Grocery Gazette’s free daily email newsletter



1 Comment. Leave new

  • I imagine this will be due to not being able to use Wal-mart branding. Their internal IT systems are being updated due to that too.


Leave a Reply

Your email address will not be published. Required fields are marked *

Fill out this field
Fill out this field
Please enter a valid email address.



Sign up to our daily newsletter to get all the latest grocery news and insights direct to your inbox.

  • This field is for validation purposes and should be left unchanged.