Retailer has announced the biggest upgrade across product, price and in-store environment in recent years, included dedicated staff in fresh produce aisles, free fruit for children and new lower prices
Asda has unveiled a major revamp of its fresh and frozen produce aisles, with dedicated staff across fruit and veg aisles, lower prices and new products.
The retailer has upgraded or launched over 400 food and drink lines in one of its biggest product refreshes in recent years, with upgrades in fresh produce and frozen as two of its most-shopped categories.
In stores, staff are returning to fruit and veg aisles with a remit to ensure availability and quality, and support customers looking for seasonal produce.
The produce section has been refreshed with clearer information on quality and provenance and to highlight the retailer’s promise on quality: ‘100 per cent satisfaction or your money back’.
In frozen, more than 230 new products have been introduced, with clearer signage and more prominence given to best-selling lines.
“We know many customers are making careful choices when they shop and our job is to do even more to support them,” said Asda chief customer officer, Rachel Eyre.
“These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience.
“They’re about rewarding customers for their loyalty, as well as encouraging those who haven’t been to Asda for a while to take a fresh look. We’re confident they’ll see the difference straight away,” she added.
There is a new free fruit scheme available to children in all stores, while hundreds of products, including some in produce, have been cut to a new lower price, alongside an enhanced rewards programme.
Price reductions are designed to cement Asda’s position as the UK’s cheapest full-range supermarket, with thousands of products already priced below their equivalents at Tesco, Sainsbury’s and Morrisons, the retailer said.
