 ASDA is looking to develop its own international brands and plans to sell them at Wal-Mart grocery chains all around the world. ASDA will also redesign its own label in the UK to improve its quality perception. The first categories to undergo a revamp will be beers, spirits, beverages, cereals, snacks and biscuits, to be followed by confectionary, canned foods, soft drinks, deserts and baking products, vegetables and meat products and frozen food. ASDA's "Free Form" range of products will undergo a redesign in December. Last year the Wal-Martowned supermarket redesigned its premium Extra Special range with new recipes.The supermarket chain is looking forward to develop and create up to six international private labels and sell them globally through Wal-Mart-owned stores. Significanlty, private-label ranges in the UK are a part of marketing, while in other countries these are seen as downmarket imitations of branded goods. As compared to 15 per cent in the rest of the world, the penetration of private label brands in the UK is as high as 50 per cent. |
