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Asda increases sales of British products

by 5m Editor
29 September 2003, at 12:00am

UK - Sales of British products have increased dramatically in five months following a promotion campaign in Asda stores.

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The supermarket's Buy British campaign, which was launched at its annual farming conference in April, has seen 36 new British products on the shelves and sales of British meat, dairy and produce lines increase by an average five per cent throughout its chain of 263 stores, says the retailer.

Asda has now launched a second wave of activity aimed at increasing sales further, whilst continuing to educate customers about where their food comes from.

By the end of the year, 20 more British products will be launched, including cheddar with ginger and whisky, 'Extra Special' bacon loin steaks with a three-mustard glaze, and Scottish salmon with champagne.

At the launch of ASDA's 'Buy British' campaign in April the supermarket pledged to launch 50 new British products this year.

The 36 new products already launched include hot and spicy British chicken goujons and British pork steaks with Thai style butter.

All Asda branded beef, lamb, pork and chicken products now carry the British flag and the word 'British' in the title of the product.

Asda Smartprice products will be relabelled by the end of the year, removing references to 'Product of EU' and replacing them with the actual country of origin. Asda 'Extra Special' products already carry open honest labels.

Dr Chris Brown, Asda head of agriculture said: "The success of our Buy British campaign demonstrates what can be achieved by working together. We have managed to overcome farmers' concerns about clear labelling, and we have improved the way that we promote British products in our stores. As a result we have sold considerably more home-grown produce which is great news for our farming suppliers and the industry as a whole."

NFU president Sir Ben Gill said: "This campaign demonstrates that consumers will support British products if they are labelled clearly and actively promoted in store. It is now much easier for ASDA customers to identify which products are home-grown and therefore easier for them to back British farmers."

Source: National Pig Association - 28th September 2003

5m Editor