UK retailer Asda has developed a specific Chosen By You own-label range for its Scottish stores.
The range will include 22 lines including Scotch Pies, Pineapple Tarts, Strawberry Tarts and a Scottish Plain Loaf. Asda said the products have been tried, tasted and approved by over 1,200 Scottish shoppers.
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Asda local category director CJ Antal-Smith said: “We’re the first supermarket to launch a dedicated Scottish own-label range after feedback from customers that they loved Chosen by You but also wanted to buy regionally developed products that taste delicious, are made with the best ingredients and are great value for money. We’re looking to extend the range next year and we’re constantly speaking to customers to find out what they want us to include.”
Asda is working alongside Scottish bakery Swords who is supplying the retailer with Scottish pies. The retailer is also working with Mathiesons Foods, formerly Mathiesons Bakeries, who will make the Chosen By You Scottish cakes.
Premier Foods plc has also worked with Asda to launch a regional Scottish Plain Bread under the new brand of Chosen by You Scotland.
The products are available in all Asda stores across Scotland, with prices ranging from GBP0.98 (US$1.52) to GBP2.98. The selection is being supported by an advertising campaign across Scottish press.
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By GlobalDataThe UK retailer announced the launch of the Chosen By You range last year after it revamped its standard own-label food and drink range under the brand name.
