Asda To Reduce Chosen by You

ASDA CHOSEN BY YOUThe 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.

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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.