UK retailer Asda has revealed plans to relaunch its SmartPrice own-label range next year.
The SmartPrice revamp, which is expected to take place next January, will have a new logo, clear product photography and traffic light labelling on all food products, the company said.
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Asda claimed 43% of its shoppers buy SmartPrice and said: “With families on tighter budgets its even more important that we make sure our economy range offers good quality and the lowest price”.
Asda head of private label marketing Simon Eyles added: “We have worked hard to reinvigorate our SmartPrice brand to ensure that economising doesn’t mean compromising on quality or value. To keep our prices low we will never waste money on unnecessary packaging or advertising, and always give our shoppers the very best quality, whatever their budget.”
The move is the latest change Asda has made to its own-label portfolio. Last year, Asda relaunched its standard own-label food and drink range, called Chosen By You, consisting of more than 3,500 products.
Other UK retailers have also redeveloped their private-label lines in recent months. In September, Morrisons launched the first stage of its revamped private-label range, M Kitchen. Meanwhile, in April, rival retailer Sainsbury’s revamped its private-label range earlier this year, under ‘By Sainsbury’s’ name.
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By GlobalData
