Asda has played down reports today that the UK grocery retailer is looking to revamp its value and premium private-label ranges.

According to a report by Marketing magazine today (15 February), Asda plans to overhaul its Smart Price and Extra Special private labels.

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The report said that Smart Price will undergo a “major rebrand”, while the retailer is planning to “create a future strategy for Extra Special”.

Asda is in the process of recruiting brand managers to head each department and Marketing reported they will review the strategy, brand proposition, product development and marketing communication for the two ranges.

However, an Asda spokesperson told just-food today that the company is recruiting brand managers to look after some of its private labels but insisted the appointments were “part of a natural recruitment strategy as vacancies arise in the team”.

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The spokesperson would neither confirm or deny the claims and said: “Extra Special and Smart Price are important brands for us and we are always looking at how we deliver the best quality and value to our customers.”

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She said the retailer remains focused on its mid-range Chosen By You line at the moment and “landing the rest of the products in store”.

The retailer launched the Chosen By You range in September last year, adding 500 new products, while reformulating a further 1,500 of the 3,500 SKUs on offer as part of the line.