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Asda To Revamp Smart Price Own-Label Range

Published on Nov 14 2011 6:27 PM in Private Label

Asda To Revamp Smart Price Own-Label Range

UK retailer Asda has announced that it will relaunch its economy range Smart Price in January 2012. The grocer will give 400 food and non-food products a makeover to bring with; the remaining 200 general merchandise products will be redesigned at a later stage. Originally launched in 200, the Smart Price private label range will get a new logo, new images and updated nutritional information.

"We have worked to reinvigorate our Smart Price brand to ensure economising doesn't mean compromising on quality or value," said Simon Eyles, head of own-label marketing at Asda. 

The brand was originally launched in 2000. Last year, Asda rebranded its Chosen By You range; the supermarket says the line accounts for 40 per cent of all food sales at Asda. (15 Nov)

© 2011 -ESM:European Supermarket Magazine

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