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Asda Own Brand investment pays off this Christmas

Retailer racks up its highest ever quality awards haul for Own Brand range

December 9, 2016 03:11pm
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A £30m investment in its own brand food range is paying off for Asda this Christmas after it racked up over 100 quality award wins for its festive food range.

With a reputation for famously low prices, Asda has also made a significant commitment to further improving its own brand quality as part of its continuing “That’s Better” campaign which launched in September and has resulted in a record number of award wins for its Christmas food products.

And at the recent Quality Food Awards, which celebrate the best of the UK’s food products, Asda took home 52 awards and commendations – the most of any retailer – including the coveted spot Quality Retailer of the Year beating its supermarket peer group. The judges said they were ‘hugely impressed’ by the creativity, innovation and high quality of Asda’s products. At the sister Quality Drinks Awards, Asda also received 12 awards for its wine and spirits.

The wins came swiftly on the heels of its success in the BBC Good Food annual taste test, where a selection of the premium ‘Extra Special’ products came top in five of the 18 categories. Good Housekeeping was equally impressed with the retailer’s offer, commending eight products in its annual festive taste test.

Olive Magazine has also announced its Christmas Supermarket Award Results which included wins for the Christmas Smash Cake, the Extra Special Cheese Selection for the ready-made cheese board category, the Smoked Gammon with Whisky and Ginger Glaze for the Christmas Ham award as well as the Extra Special Mince Pies for the Mince Pie category. The Free From Mince Pies were also a joint winner for the ‘gluten free mince pies’ award. The Extra Special Mince Pies were also celebrated in Delicious Magazine, coming top in its supermarket taste test.

Other awards include Seafood Retailer of the Year at Retail Industry Awards, Retailer of the Year at the British Turkey Awards for the second year running, as well as picking up 26 accolades at the Global Cheese Awards.

Commenting, Andrew Moore, Chief Merchandising Officer, at Asda, explains: “Winning awards such as Quality retailer of the year, turkey retailer of the year along with many other awards truly are testament to the continued hard work we have put into driving quality in our own label products.

“We know how important Christmas is to our customers and at Asda they can have market leading quality at great prices”.

This year, Asda has 381 Christmas lines making up its festive range. Almost half these products are new and a further fifth have undergone improvements on last year’s offer.

This is in addition to the introduction of 1,400 new Own Brand lines to Asda’s range throughout 2016, as well as a further 296 product improvements.

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