Asda has added to its Chosen By You own-label range with the launch of a line targeted at children.

The UK’s second-largest grocer said Chosen By Kids had been “tried and tested” by children. It claimed it was the “the only food brand” in the country aimed at children to meet government guidelines on fat, salt and sugar.

The new line, spanning 180 products, was launched this week. Asda developed Chosen By You in 2010 after deciding to revamp its standard private-label range. It also offers the low-price Value and its more expensive Extra Special own labels.

Asda product development director Gail Paddy said: “For the first time ever, mums and their kids get to have their say on a range that ticks all the boxes – tasty, affordable, convenient and packed full of goodness.”