Asda Launches Chosen by Kids

ASDA - Chosen by kids - 1Walmart-owned British retailer Asda has begun rollout of a 180 skus Private Brand for children, called ‘Chosen By Kids’. The new line is a sub-brand of Asda’s ‘Chosen By You’ brand, products will include golden syrup-flavored porridge pots, mini tomato wraps, snacks and microwaveable ready-meals, including a spaghetti and meatball meal containing ‘hidden vegetables’.

asda chosen by kidsThe new products were blind taste-tested by thousands of children and comply with HFSS (High Fat, Salt and Sugar) guidelines. Young taste testers between the ages of four and eight were given special ‘Yum’ and ‘Yuk’ paddles to help give their verdict on the new range.

Product development director at Asda, Gail Paddy, said, “We’ve spent many hours talking and listening to mums’ mealtime woes and it seems that a lack of time and fussy kids refusing to eat their greens causes the biggest teatime troubles.”

She continued, “For the first time ever, mums and their kids get to have their say on a range that ticks all the boxes – tasty, affordable and convenient and packed full of goodness – something that appeals to both mums and kids alike.”

The new packaging for the brand features images of seven brightly colored monsters, which can be downloaded by tech-savvy youngsters using QR codes.

The brand follows on the success of the Chosen By You brand, which launched in 2010.ASDA - Chosen by kids - 4 ASDA - Chosen by kids - 3 ASDA - Chosen by kids - 2


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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.