Asda could be in the stages of launching a new healthy food range as it looks to ramp up its nutritional offerings.
Asda has registered ‘The Health Kitchen’ brand name with the government’s Intellectual Property Office, The Grocer reported.
This covers a range of products including prepared and frozen food such as meat, fish and vegetables, fresh and raw fruit and vegetables, bread, pastries, pasta and noodles, and alcoholic and non-alcoholic drinks.
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This comes as other retailers are also looking to prioritise healthy eating habits among shoppers.
Last month, Tesco urged its suppliers to make healthy products cheaper, as some customers struggle to afford essentials like fruit and veg amid the cost-of-living crisis, and as it looks to turn 65% of its sales ‘healthy’ by 2025.
Last year, Sainsbury’s launched a new healthy food range, Flourish, with over 65 nutritional products including a beef lasagne, Middle Eastern chicken and a salmon with new potatoes and veg medley.
However, industry-wide efforts to limit obesity levels in the UK have been set back as the government has delayed promotional restrictions, such as ‘three for £10’ on high in fat, salt or sugar (HFSS) products until October 2025.
Prime minister, Rishi Sunak, said this was pushed back as “at a time when household budgets are under continuing pressure from the global rise in food prices, it is not fair for government to restrict the options available to consumers on their weekly shop.”
Despite this, both Tesco and Sainsbury’s have said they will push ahead with not selling HFSS products through multibuy deals.