Asda is aiming at its more affluent customers with the launch of a new premium mango line.
The Israeli fruit has been on sale under the retailer’s Extra Special brand for the last two weeks, and Lee Harper, fruit buyer, said sales were already going well.
“Our customers are always crying out for more Extra Special lines on fruit so we decided to go ahead with the mango. It’s not something we’ve ever tried before, but it’s going well.”
Another success story on the mango front for Asda has been a move to slim down from two SKUs to one.
Harper said: “We used to offer both a large and small mango, but now we’ve changed to a medium variety and that’s seen sales jump by 25 per cent. We’re now selling around 5,000 cases a week.”
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