- Asda launches an impressive 47 new lines and 18 quality-improved lines into its new, modern look and feel Food-to-go range, available now in-store and on Asda.com
- £1.2m has been invested in quality improvement, including an update to modernise packaging
- Asda expects the move to drive quality reappraisal and support the growth of the business’s expansion into the convenience sector
Asda has announced that it has undergone a complete reset of its Food-to-go range in a move designed to drive more shoppers into store by reappraising quality.
The £1.2m range refresh sees over over 65 new or improved products added to the range including an elevated offering of deli-style sandwiches and salads, packed with on-trend and classic fillings. The range also includes a variety of thick sub rolls, forever-favorite pasta dishes and deli wraps, along with 19 new snacking lines.
The improved product offering comes alongside a packaging refresh designed to bring more colour and excitement to the fixture as well as complement the quality perceptions of the new and improved range.
Customers who choose to purchase any of the new Food-to-go range as part of Asda’s competitive meal deal, will have hundreds of potential combinations to choose from, starting from as little as £2.20 for a sandwich, snack and drink.
With the Food-to-go mission a key footfall driver in convenience stores, the range refresh will also play an integral role in the retailer’s mission to establish its presence in the fast-growing convenience sector.
Commenting on the announcement, Joanna Johnson, Senior Manager of Asda Own Brand, says:
“This is Asda’s biggest reset in the Food-to-go category in six years and we’ve invested in quality improvements to ensure customers are inspired by our breadth of choice, and exciting on-trend flavours, alongside the classics done exceptionally well.
“Growing our convenience offer is a key pillar in our strategy to becoming the UK’s number two retailer so we’re excited to see how this range plays an integral role in this growth as we progress our roll out of Asda Express stores over the next 12 months.”
The new deli-style offering within the range brings to life one of the key trends Asda’s Senior Director of Food Trends and Innovation, Jonathan Moore, outlined in the retailer’s Trend Book 23/24, which pinpoints what will drive its product development over the coming year. ‘Sandwiches 2.0’ sees sandwiches going to the next level with overloaded fillings and global inspirations, which is what the new deli-style line offers.
One of these is the Pastrami & Emmental New York Style Deli (£3.50) which is expected to be a firm favourite. Layered with sliced pastrami, Emmental cheese and sauerkraut cabbage, it’s topped with an American mustard mayo and gherkins packed between thick rye bread.
All products in the new Food-to-go range are available now, in-store and online, and can be purchased as part of Asda’s meal deal (mix and match 3 for 2, cheapest item free).
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