The NBE private brand Chosen by You brand could soon disappear from Walmart’s British subsidiary Asda as the retailer updates its private brand portfolio, according to reports in The Grocer.
In recent weeks a number of Chosen by You products have been replaced with products labelled simply as Asda. This change is apparent in the fresh and refrigerated departments. Asda however has not confirmed that the Chosen by You will be eliminated, saying simply that “Chosen By You is still part of our own-brand family and we continue to bring great tasting own-label food to our shoppers at everyday low prices.”
Chosen by You replaced Asda’s standard own brand in September 2010 as part of Asda’s mission to deliver “quality you can trust”. The introduction followed nine months of benchmarking and independent taste-testing, with over 64,000 Asda shoppers. The involvement of shoppers was the key differentiator for the brand which was of course also 20% cheaper than the national brand.
The move comes as Asda’s U.S. based parent has made dramatic changes in its grocer private brand portfolio with the elimination of Wild Oats and The neo-generic Price First and the introduction of Great Value Organic.