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Asda supports small suppliers to launch new and ‘never-before-seen’ products in stores

The products will launch as part of Asda’s Nurture programme, which gives dedicated shelf space and support to emerging suppliers

March 24, 2022 09:29am
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Asda is today launching a new range to give 15 emerging brands their first ‘big four’ supermarket listing, as part of its ongoing commitment to innovation.

Customers in nearly 100 stores will be able to get their hands on exciting products and a number of ‘firsts’, as the grocer lists 46 lines from small suppliers across the UK.

The move marks the launch of Asda’s Nurture programme, which champions emerging brands and seeks to bring customers new products more often.

Shoppers in 99 stores can now support smaller suppliers as part of their regular shop and pick up treats including Enjoy Rogue’s Negroni Marmalade and Miami Burger’s Plant-Based Italian Style Meat Balls.

A number of the products are exclusive to Asda – such as Ellers Farm Distillery’s Yorkshire-produced Dutch Barn Orchard Vodka** - meaning customers won’t be able to find them anywhere else.

Starting from 95p, the range will be displayed with the Nurture branding and includes alcohol-free spirits and drinks, rum, vodkas, vegan and gluten free snacks, and high-fibre lower-sugar alternatives to sweet treats.

Frozen products will also be available from 14th April, with vegan options across a range of pizzas and pies, as well as meat-free burgers, meatballs, bacon and sausages.

Customers are invited to give feedback on their favourites, with items that prove popular considered for a listing as part of the supermarket’s main range.

The 15 entrepreneurial brands have been selected to join the Nurture programme for their trend-led products alongside their potential to bring something new to the shopping experience.

As part of the programme, they receive support and mentorship from experts to understand how to work with a large retailer, as well as gaining access to shelf space and the ability to reach more customers.

Paul Gillow, VP of Fresh and Frozen at Asda, said: “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.”

Asher Flowers, Founder at Enjoy Rogue, said: “Asda offers something for every budget across the country, so to get our products on the shelves and into the hands of Asda customers is something I’m very proud of. I want every customer to be able to enjoy Rogue, ensuring we’re as easily available in Yorkshire as we are in London.”

The full list of brands and products includes:

Source of the Earth
Lentil Crisps – Coconut Curry Flavour
Lentil Crisps – Smoked Paprika and Chilli

Nudie Crisps
Cauliflower Crisps – Vegan Cheese and Caramelised Onion
Cauliflower Crisps – Katsu Curry

Drty Drinks
Drty ard Seltzer - White Citrus
Drty Hard Seltzer – Raspberry Rose
Drty Hard Seltzer – Mango Passion

Ellers Farm Distillery
Dutch Barn Orchard Vodka*
Small Batch Cherry Vodka Liqueur*
Fortes Espresso Vodka*

Enjoy Rogue
Rogue Cereal – Chocolate Hazelnut*
Rogue Cereal – Cherry Bakewell*
Rogue Cereal – Cinnamon French Toast*
Rogue Jam – Dark and Stormy Marmalade
Rogue Jam – Negroni Marmalade
Rogue Jam - Blood Orange and Vanilla Marmalade

Rootles Biscuits
Rootles – Milk Chocolate
Rootles – Dark Chocolate
Rootles – White Chocolate

Lexis Treats
Lexis Protein Bar – Blueberry Bliss
Lexis Protein Bar – Double Chocolate Chip
Lexis Crispy Treat – Marshmallow Bliss
Lexis Crispy Treat – Triple Chocolate

Celtic Myst Alcohol-Free Spirit
Silk Roots Alcohol-Free Spirit

Protein Bar - Choco Brownie
Protein Bar – Vanilla Delight

Soul Food Collective
Nut and Seed Clusters – Katsu Curry
Nut and Seed Clusters - Chipotle Chilli
Nut and Seed Clusters – Nacho Cheese

Belgrove Spiced Rum

Loveau Water
Yuzu Lemon and Lime Sparkling Water
Watermelon Infused Sparkling Water
Raspberry, Strawberry and Blueberry Infused Sparkling Water

Clive’s Pies
Clive's Organic Saag Aloo Puff Pie
Clive's Organic Creamy Mushroom Puff Pie
Clive's Organic Chickeny Puff Pie
Clive's Organic Quiche Lorraine

Miami Burger
Plant-Based Italian Style Meat Balls
Plant-Based Lincolnshire Sausages
Plant-Based Louisiana Chicken Burgers
Plant-Based Classic Miami Burger
Plant-Based Smoked Streaky Mini Rashers

One Planet Pizza
Plant-Based Mediterranean Veg Pizza
Plant-Based Three Cheeze Margherita Pizza
Plant-Based Spicy Peppernomi Pizza
Plant-Based Hawaiian Pizza

Customers will be able to find ambient products in the following stores from 24th March:

• Adel
• Ashington Lintonville
• Atherton
• Bangor Farrar Road
• Barking
• Barnstaple
• Barrhead
• Barrow
• Basildon
• Beckton
• Bexley Heath Crook Log
• Blyth
• Bolton
• Boston
• Brighton
• Bromsgrove
• Burton On Trent
• Cannock Lichfield Road
• Cardiff Bay
• Chesterfield
• Clydebank
• Colindale
• Coventry
• Dagenham
• Derby
• Eastlands
• Eastleigh
• Edinburgh
• Far Cotton
• Flint
• Glenrothes
• Gosport
• Grimsby
• Halesowen
• Havant
• Hayle Harbour
• Hemel Hempstead
• High Wycombe
• Highbridge
• Hinckley
• Hull Mount Pleasant
• Kilkeel
• Killingbeck
• Kingshill
• Kingswood
• Leicester
• Leigh
• Lewisham
• Luton
• Marina (Brighton)
• Marple
• Morley
• New Ollerton
• Newton Mearns
• Newtownards
• Norwich
• Nuneaton
• Oadby
• Patchway
• Pendlebury
• Pentwyn
• Perry Barr
• Ponders End
• Portadown
• Portsmouth
• Pudsey
• Queensferry
• Queslet
• Reddish
• Redditch
• Rhyl
• Saltney
• Shipley
• Shoeburyness
• Shore Road Belfast
• Small Heath
• South Wootton Kings Lynn
• Southampton
• St.Leonards
• Stevenage
• Stoke Park Ipswich
• Sunderland
• Swindon Haydon
• Taunton
• Torquay
• Trafford Park
• Warrington
• Waterlooville
• Wealdstone
• Wellington
• Wembley
• West Bridgford
• Westbrook
• Weston-Super-Mare
• Wigan
• Winsford
• Wortley
• York
• Ystalyfera

The following stores will also stock frozen products from 14th April:

• Lancaster
• Motherwell
• Hull Hessle Rd
• Leigh
• Caerphilly
• Carcroft
• St Austell
• Gravesend
• Slough
• Radcliffe
• Morley
• Wallington
• Merthyr Tydfil
• Blackpool
• Coatbridge
• Plymouth
• Dundee Kirkton
• Cwmbran
• Hull Bilton
• Canterbury
• Bristol Whitchurch
• Blantyre
• Maryhill
• Mount Pleasant
• Breck Road
• Gorseinon
• Chorley
• Lincoln
• Bradford
• Castlepoint
• Rochdale
• Middlesbrough
• Shipley
• Charlton
• Warrington
• Grimsby
• Accrington
• Boldon
• Ipswich
• Great Bridge
• Govan
• Mansfield
• Llanelli
• Barnsley
• Darlaston
• Woking Albert Drive
• Dundee Milton
• Winsford
• Bromborough
• Killingbeck
• Kendal
• Sittingbourne
• Tipton
• Doncaster
• Perth
• Falkirk
• Long Eaton
• Parkhead
• Thornaby
• St Helens
• Birchwood
• Bridgwater
• Huyton
• Old Kent Road
• Strabane
• York
• Scunthorpe
• Derby
• Wakefield
• Harrogate
• Pudsey
• Halifax

*Products/flavours are exclusive to Asda
**Alcoholic products not available in Scotland and Wales

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