Asda is poised to launch a range of grocery products aimed at children which will be constructed following customer reviews of its products.

The grocer has trademarked the phrase ‘Chosen by kids – approved by mums’ and a logo featuring the strapline.

It is understood the range will feature food and soft drinks categories and will be a sub-brand of its Chosen By You range which features products selected in blind taste tests by customers, Marketing Magazine reported.

The range could replace its Great Stuff which is aimed at children under seven. Asda also canvasses shoppers to create its Moda clothing range.  

Asda said it regularly trademarks names and phrases.