Asda has rolled out Odin’s brand management software to non-food.

The grocer uses the system to produce artwork for its own-brand food ranges already, where it has cut the design-to-print cycle from 18 to 12 weeks.

It expects a five-fold return on the cost of the system, according to Sun Brand Technologies, which worked on the implementation.

Asda staff, suppliers and other external agencies can all access the system to develop artwork. Brand guidelines and briefs are available, as well as the status of projects in progress. It has been designed to give Asda control of its artwork and brand imagery.

Savings are created through better sharing of information, increased brand compliance and the removal of duplication, which leads to a faster speed to market.

The implementation has taken about five months. This has included training overseas suppliers. The system is web-based, making it easy for Asda’s overseas suppliers to access.

An Asda spokesman said: “The communications and planning benefits of the system are numerous, with teams able to monitor the complete process from anywhere in the world – an enormous advantage when much of the supply chain is global.”