Asda has invested £100m into the relaunch of its entire range of more than 3,500 Asda brand food products, which account for annual sales of between £8-9bn.
The range, now called Chosen By You, has been relaunched following a nine-month period of quality benchmarking and independent taste testing.
More than 40,000 people have taken part in taste testings in church halls and community centres in 45 locations. 3,500 products have been independently tested by Cambridge Market Research.
Asda chief executive Andy Clarke said: “When it comes to our food, we’ve taken a long, hard look at our products, done a lot of listening to our customers, and invested a significant amount of time, effort and money.
“No other retailer has moved so aggressively to seek not just the counsel, but the consent of the very people who buy and eat their products.
“Today we’re reached a key milestone in our efforts. We’re relaunching our core Asda brand – ‘Chosen By You’. We’re sending a clear message that Asda will now drive as hard on quality as it does on price.”
The relaunch follows Clarke’s comments earlier in the year that Asda needed to invest in quality as well as price.
Asda said the range will still continue to be up to 20% cheaper than the equivalent leading brand.
Of the 3,500 products, 500 are new and 1,000 have been reformulated. New products include the Lemon Daisy Cup Cake, Mediterranean Bread, Loaded Sticky Toffee Ice Cream, Ultimate Steak Pie, and Red Pepper and Wensleydale Soup.