Asda has said it has put choice and quality back into its ranges for the key Christmas season.

Across food and non-food, Asda said it has reinstated the top tier of many product lines and ensured quality in all ranges.

A spokeswoman said: “Our customers were telling us they wanted more choice and we needed to put the quality back into our ranges.”

The move forms part of Asda’s bid to win back market share. At the beginning of the year then chief executive Andy Bond admitted that some of its range rationalisation had gone too far and it would re-expand ranges where necessary.

The spokeswoman said: “One example is wrapping paper. Last year we got rid of the top tier of paper but have now brought back a small run of top-end flocked paper.”

In health and beauty, for example, Asda has put the quality back into its gift packs. Star products include Ella & Rose beauty gift sets and George make-up sets.

Cosmetics and gifts buyer Rebecca Tinnion said Asda has “put the quality back” and “kept prices low rather than doing promotions such as three for twos” so shoppers can “buy the gifts as treats for friends and family”.

➤ Asda is to relaunch its George website at the end of the year. It has appointed web design agencies Pod1 and Ecommera to work on the relaunch, and a spokeswoman said it would offer “a better transactional service and social media elements”.