Asda posted 0.5 per cent year-on-year sales increase yesterday, citing the success of vegan friendly mince pies as an example of successful product innovation.
The result marked a fourth consecutive quarter of sales growth after a successful Christmas period, with 348,000 new customers going to Asda over the festive season according to CEO Roger Burnley.
Burnley said: “Our colleagues should be proud of this performance, which is testament to their hard work during the all-important Christmas trading period. Last year, we really improved our offer for customers – combining great product innovation with a focus on value and an easy shopping experience.
“Products like our Asda mince pies really appealed to customers with their great taste, value and being suitable vegan friendly, helped attract over 348,000 new customers to our stores in December and meant we were the only one of the big four to retain our market position.
Burnley also reiterated their commitment to reducing plastics and helping tackle food poverty.
“We’ve already made some really strong commitments to reduce our use of plastics and to support Fareshare and The Trussell Trust in our fight against food poverty – and we will continue to act on the issues that matter to our customers,” he said.
Sales growth at the big four retailer slowed by 1.1 per cent overall, but their figures are being seen as a recovery after slipping to third, behind Sainsbury’s, in market share last year.
The CEO of Walmart, Asda's owners, said: 'Asda delivered positive comp sales again this quarter with particular strength during the Christmas period. We’re pleased to see customers responding to our investments in the value proposition through improved in-store experience scores and the strengthening of our private brand and online grocery offerings. We know we have more work to do in the U.K., however we are encouraged by recent results in key areas of our business.”
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