Asda has relaunched its value Farm Stores range in a move seen by some as replicating Tesco’s farm brands, launched last year.
Nine produce items are currently listed under the new range, with more set to follow in the upcoming weeks. They include oranges, kiwis, grapes, topfruit and lemons in fruit, and white potatoes, brown onions and cherry tomatoes in veg. Prices range from 53p for 250g of cherry tomatoes, 59p for 1kg of onions, and £1.29 for 2.5kg of white potatoes.
A spokesperson for Asda said the new range is “reconnecting with our heritage” and provides quality produce at a great price.
“We’re reconnecting with our heritage by bringing back the Farm Stores brand to Asda – a name that our customers remember and trust for great value, quality produce,” the spokesperson said.
The move has been reported by the Guardian as “reigniting the row over fake farm brands”.
Tesco received much criticism from trade bodies, such as the NFU, when it launched its so-called ‘fake farm’ range, with concerns including that listing imported produce under British-sounding names is misleading to the consumer.
Despite the negative attention, Tesco’s farm brands have been credited with driving growth in the fresh category since launching, the retailer has said.
Expansion in budget produce ranges is occurring elsewhere, with Sainsbury’s recently adding more lines into its Greengrocer’s Value Selection range. Launched in September 2016, the range now includes mixed peppers, strawberries, lemons, onions and pears.
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