Asda has launched an own brand label for Northern Ireland that will be produced by companies in the country after being tested by local customers.
The introduction of the Chosen by You - Northern Ireland brand follows the launch of its Chosen by You - Scotland range at the tail end of last year.
The range of staple foods will on the shelf in Asda stores for St Patrick’s Day and will sit alongside the retailers’ existing Chosen by You Brand, which research company IGD reports is becoming the fastest-growing mid-tier brand in Britain.
Asda local category director, CJ Antal-Smith said the supermarket is the first to launch a dedicated Northern Irish own label range.
“Our customers told us that they loved Chosen by You but buying ‘local’ remained a top priority for them so the obvious next step was to develop a regional own label option,” she said.
The range will be expanded throughout 2012 to include more local suppliers.
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