Asda is claiming its shift into black packaging labels for produce has been a huge hit with customers.
The concept was introduced last September and has now been rolled out to more than 800 different products.
Mary Ling, produce marketing manager, said: “Customers told us when they walked into our produce department all they saw was a mass of colour. It was hard for them to quickly spot the products they wanted to buy.
“We realised we needed to improve the ease of shop for our customers, so we started the process of re-designing the look and feel of our packaging. We’re really chuffed with the results.”
She said the aim of the design is to promote the produce’s freshness and quality, while giving consistent customer messages.
The retailer has improved a number of elements of the packaging design, including additional nutritional information, putting the 5 A DAY message on packs and highlighting both British and locally sourced products, among other things.
Ling added: “The feedback from customers has been tremendous. They have responded well to the new look and their perception in terms of our produce quality is moving in all the right directions.”
