Asda has rebranded its entire fresh produce offer under its Good for you! label as part of a £7 million campaign to improve the nation’s health.
As well as large brand displays above the aisles in the fresh produce section, stores will now feature more than 80 information barkers will feature on shelves throughout the store, which will highlight the potential and varied uses of fruit and veg.
According to the retailer, the move is intended to help customers choose products to ensure a well-balanced diet.
A spokesman said: “It was a natural step to include fresh produce under the Good for you! brand as a naturally healthy option. There was a debate about whether to have a different strapline but we decided we needed a simple consistent message throughout.
“We already have prepared produce included in the range, for example prepared salads, and are introducing some new products as well.”
New items include a variety of convenient meals containing raw vegetables, suitable for steaming in the microwave, which the retailer claimed would maximise the nutritional value of the fresh produce.
The spokesman said Asda was hoping the campaign would widen the appeal for healthier products. “In the past we had gone too far, insisting all the range be less than three per cent fat, which confused customers. We have now brought Good for you! back in line to promote healthier product options rather than simply a diet brand,” he said.
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