Walmart-owned UK retailer Asda has begun rollout of a 180-strong private label range for children, called 'Chosen By Kids'.
The range, an extension of Asda's 'Chosen By You' product line, offers golden syrup-flavoured porridge pots, mini tomato wraps, snacks and microwaveable ready-meals, including a spaghetti and meatball meal containing so-called 'hidden vegetables'.
According to Asda, the range was blind taste-tested by thousands of children and complies with HFSS (High Fat, Salt and Sugar) guidelines.
Young taste testers between the ages of four and eight were given special ‘Yum’ and ‘Yuk’ paddles to help give their verdict on the new range.
Product development director at Asda, Gail Paddy, said, "We've spent many hours talking and listening to mums' mealtime woes and it seems that a lack of time and fussy kids refusing to eat their greens causes the biggest teatime troubles."
She continued, "For the first time ever, mums and their kids get to have their say on a range that ticks all the boxes - tasty, affordable and convenient and packed full of goodness - something that appeals to both mums and kids alike."
The impactful packaging for the range features images of seven brightly colored monsters, which can be downloaded by tech-savvy youngsters using QR codes.
The new range follows on from the success of the Chosen By You products launched in 2010 and replaces an older child-friendly range called 'Great Stuff', which targets the one-to-seven age bracket.
© 2013 - ESM: European Supermarket Magazine by Ellen Lunney