Asda is launching a major new campaign to boost mushroom sales in its 279 branches nation-wide.
Working with category supplier Heveco Mushrooms, the supermarket chain is aiming to spark customers’ imagination with recipe ideas and educational information.
The fresh mushroom trade already has a market penetration of over 80 per cent each year, but Asda wants to take the vegetable’s popularity one step further, said Alison Dakin, produce marketing director.
“Mushrooms of all types already have a significant place in our assortment. Because mushrooms are so versatile, available year round and are an excellent value, they are an ideal fresh product to promote,” she said.
Recipe flash signs are being used on 250g large flat jumbo mushroom packs carrying the slogan "get stuffed", designed to appeal to barbecue enthusiasts.
In the autumn as eating habits change, Asda will be issuing a recipe booklet entitled "mushroom moments", available free on packs of mushrooms.
The promotion has already gained support from pupils of Thakeham First School, West Sussex.
A group of six to eight-year-olds visited their local farm to learn about mushroom production, and entered a competition to invent the best button mushroom recipe.
The winner, eight-year-old Ollie Barnes, will have his recipe, Dijon Chicken with Sautéed Mushrooms printed on all 250g button mushroom packs for a two-week period in August. Ollie also won a family ticket to Marwell Zoo.
"We are working closely with Asda's marketing team and store event co-coordinators and already making an impact,” said Andy Grindle, account manager for Heveco Mushrooms.
“Mushrooms are being delivered to all branches seven days a week so they are always available and fresh, we see a big opportunity in educating the shopper and making a meal out of the mushroom."
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