ASDA Chosen By You

Asda relaunches Chosen By You Asda’s Chosen By You label as part of a $156m investment, including taste tests involving more than 40,000 consumers The new head of Asda, who last month said that food quality at the Walmart owned grocer was not as good as that of its competitors, announced the investment in the relaunch of its main Private Brand. According to an article in the English daily, The Guardian Andy Clarke, its chief executive, said that the grocer had crammed two years’ work into nine months as it battled to change the consumer view that it could compete only on price: “We’re sending a clear message that Asda will now drive as hard on quality as it does on price.” To that end, Clarke said that Asda had made a “significant effort to improve the quality of its own label”, with the main range, previously called simply Asda, reinvented as Chosen By You, a name designed to acknowledge taste tests involving 40,000 consumers. In the coming weeks a thousand new products will be landing on shelves, while another thousand will have new recipes. Attempting to underline Asda’s “foodie” credentials and the UK links of the chain, which has been part of the vast US Walmart empire for more than a decade, Clarke said that Asda was “every bit a British supermarket”. He added: “I come from a farming background so agriculture is in my blood.” Own-brand accounts for half Asda’s turnover. The range that will now be called Chosen By You has the lion’s share, with sales of more than $12 b. Other Asda products carry the Smart Price value or Extra Special brands.

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Christopher Durham
Christopher Durham is the president of My Private Brand and the co-founder of The Vertex Awards. He is a strategist, author, consultant and retailer who built brands at Delhaize-owned Food Lion, and lead strategy and brand development for Lowe’s Home Improvement. He has consulted with retailers around the world on their private brand portfolios including: Family Dollar, Petco, Staples, Office Depot, Best Buy, Metro (Canada), TLW (Taiwan) and Hola (Taiwan). Durham has published five definitive books on private brands, including his first book, Fifty2: The My Private Brand Project. In 2017, he will debut his newest book, Vanguard: Vintage Originals, a visual tour of innovation and disruption in private brand going back to the mid-1800’s. Dynamic in his presentation while down to earth and frank in his opinions, he has presented at numerous conferences, including FUSE, The Dieline Conference, Packaging that Sells, Omnishopper and PLMA’a annual trade show in Chicago. Durham lives in Charlotte, NC with his wife, Laraine, and two daughters, Olivia and Sarah.