Asda's Smart Price Gets a New Look

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November 22, 2011

Walmart’s Asda is relaunching its Smart Price private label to be rolled out in January, according to the The Grocer, a U.K. trade publication.

The revamped line is getting a new logo and with on-package photography. Approximately 400 food and non-food items will be repackaged initially with the remaining 200 general merchandise items following at a later date, according to the report.

The 600 SKU private label line was introduced in 2000. The relaunch follows that of Asda’s Chosen By You private label last year and the latest in the retailer’s initiative to revamp store brands. Smart Price is Asda’s budget private label line and is purchased by 43 percent of the store’s shoppers, according to Asda.

“We have worked to reinvigorate our Smart Price brand to ensure economizing doesn’t mean compromising on quality or value,” Simon Eyles, head of private label marketing told The Telegraph, another U.K. publication “We never waste money on unnecessary packaging or advertising.”

Last fall, Asda announced it was investing upwards of $155 million to improve the quality and perception of its mid-tier private label line, which includes 3,500 products. Since then, private label sales have surged at Asda, where the chain’s store brands have overtaken Sainsbury’s in popularity, according to ASDA CEO Andy Clarke.

The 4,000 SKU Chosen By You line is now the fastest-growing private label brand in the U.K., Clarke said during a presentation at the IGD conference in London. (For more on this see “Walmart: Asda Store Brands on Top…”)

Asda is seeing store brands drive sales as U.K. shoppers continue to seek out value-priced products and respond to the retailers low price messaging, said management in conjunction with the release of Walmart’s third quarter sales results.

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