Walmart-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’.
The 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.