The retailer's own-brand products account for almost all of the 2,400 lines on sale at the shop. Asda's labels - Smartprice, Asda and Extra Special, as well as healthy eating ranges Great Stuff and Good for You - have all been overhauled in the past 18 months.
The outlet has been built on the site of an old Co-op supermarket and employs 30 staff.
The own-label store is the first of several that Asda plans this year, with shops measuring between 8,000 sq ft and 12,000 sq ft (745 sq m and 1,115 sq m). The second Essentials outlet is scheduled to open at Pontefract in West Yorkshire in May.
Asda trades across six retail formats, including five Asda Living non-food stores, 10 standalone George clothing shops and 21 Supercentres.
Yesterday the Financial Times reported that Asda has demanded up-front cash payments from its suppliers to ensure they receive preferential treatment over other brands. Big-name suppliers including Masterfoods UK, Unilever and Procter & Gamble have been asked to pay more.
No comments yet