Asda own-label products now Chosen By You

22 September, 2010

Asda has relaunched its entire range of 3,500 Asda own-brand products under the new name Chosen By You (CBY).

The entire range accounts for between £8bn-£9bn-worth of annual sales and is the most significant food development programme in Asda’s history, said the retailer.

The new range will feature 516 bakery lines, which will be rebranded to CBY by the end of September, including 65 new CBY bakery lines and 104 redeveloped lines, said the retailer.

These include a chocolate orange mega muffin, Mediterranean bread, red pepper pesto and chicken baguette, ultimate steak pie and lemon daisy cupcakes.

The retailer has invested £100m in benchmarking, testing and reformulating products, over the past nine months, to improve their quality.

Asda carried out taste tests on more than 40,000 people across the UK at “secret events” in 45 different locations. Each CBY product was tested by a minimum of 50 consumers in a single location.





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