UK supermarket group Asda has launched a new, value range of fruit, vegetables and dried nuts under its Smartprice brand.

The company said the move, which includes some of Asda’s lowest ever produce prices, was aimed at helping price-conscious shoppers achieve the recommended target of five servings of fruit and vegetables per day.

The supermarket is initially introducing 12 products into the rebranded Smartprice range with more set to follow in the coming months.

Asda, which is part of US retail titan Wal-Mart, said the range will enable it to reduce prices for customers whilst using a greater proportion of its growers’ crops by taking advantage of more flexible product specifications. For instance Smartprice oranges are the same variety as standard Asda brand oranges, but are smaller in diameter.

“We’re committed to making it easier for our customers to lead a healthy life. Our Smartprice produce range will enable millions of customers, who are on a tight budget, to buy top quality fruit and veg at the lowest possible prices,” said Angela Spindler, Asda’s trading and marketing director.