Asda chief executive Andy Bond said Asda's customer profile mirrors the market average and does not purely consist of customers at the lower end of the social demographic scale. However, he added that Asda planned to come up with more 'inspired ranges' to attract 'foodies'.
The Wal-Mart-owned retailer will more than triple the size of its organic range by the end of the year to more than 1,000 lines. The move is Asda's first step towards taking its premium range from 3 per cent of the offer today to about 10 per cent by 2010.
Separately, Bond said that he is happy with how his recovery plan at the supermarket is going and stressed that he has the support of Wal-Mart chief executive Lee Scott and Wal-Mart International boss Mike Duke. Bond said that Asda had beaten its sales plan, despite narrowly missing its profit target for the second quarter.
He added: 'We have made good progress, although there is still a lot left to do. But I am convinced that we have got some gas left in the tank.'
Bond said that Asda has gained 1 million customers in the past 12 months, increasing the retailer's customer count to 13 million.