Asda has launched a new Nurture range that gives 15 emerging brands their first Big 4 supermarket listing, as part of an ongoing commitment to innovation.
Customers in nearly 99 stores will gain access to new products as the grocer lists 46 lines from small suppliers across the UK.
Shoppers can now support smaller suppliers including, Enjoy Rogue’s Negroni Marmalade and Miami Burger’s Plant-Based Italian Style Meat Balls. A number of products are exclusive to Asda.
Frozen products will also be available from 14 April, Including vegan options across a range of pizzas and pies as well as meat-free burgers, meatballs, bacon and sausages.
READ MORE: Asda plans major overhaul of its own-label value range
The move comes as part of Asda’s Nurture programme, which champions emerging brands and seeks to bring customers new products at a frequent rate.
As part of the programme, the 15 brands receive support and mentorship from experts to understand how to work with large retailers.
“We’re proud that we’re able to give these brilliant small suppliers a platform to help grow their brand and reach more customers, and are excited to be bringing these new and innovative products to our shelves. We’ve been impressed by what we’ve seen so far,” Asda’s fresh and frozen vice president Paul Gillow said.
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