Asda Brings Back Greengrocers To Win Over Shoppers

Inviting customers to take a fresh look at the supermarket, Asda has overhauled its fruit and vegetable aisles; ushering in the return of dedicated greengrocers and a revitalised produce section with clearer provenance information, new lines, lower prices, and free fruit for children.

Image: Asda

The store refresh forms part of the retailer’s plans to encourage customers to choose Asda over other supermarkets by adding more value, greater choice, and tangible improvements to the in-store shopping experience.

New Ranges, Lower Prices, Free Fruit

Major changes include upgrades to Asda’s fresh produce and frozen ranges – two of the retailer’s most-shopped categories. 

In the fruit & veg section, Asda said dedicated greengrocers are returning to the aisles to help ensure availability and quality, while supporting customers to pick “the best of what’s in season”.  

Image: Asda

Overall, the fresh produce section has been refreshed with clearer information on quality and provenance, while also highlighting Asda’s fresh promise of “100% satisfaction of your money back”. 

Image: Asda

Furthermore, families can choose a free piece of fruit for children to eat while they shop in any of Asda’s 426 Superstores. 

In one of its biggest product refreshes in recent years, Asda said it has launched more than 400 new food and drink lines, covering a host of categories including frozen, bakery, produce, fresh meat, and food-to-go. 

On price, hundreds of products popular with shoppers customers have been cut to a new lower ‘Asda Price’, including: beef mince, pork sausages, eggs, baby potatoes, and baked beans, with further reductions set to follow in the coming weeks. 

Alongside this, Asda said it has transformed its frozen category to make shopping quicker and easier. 

This includes clearer layout and signage for frozen foods, and more prominence given to the best-selling frozen lines on the shelf. 

More than 230 new frozen products have been introduced also, which Asda believes will bring fresh innovation to the category and new brand names. 

Image: Asda

Building On Its Price Promise

The changes are designed to build on Asda’s position as the UK’s cheapest full-range supermarket. 

To make standout value easier to spot, Asda said new £1 and £2 roundels have been introduced in-store and online.

Added to that, an enhanced Asda Rewards programme introduces new missions and offers across different categories including fresh, frozen, and general merchandise.   

“We know many customers are making careful choices when they shop and our job is to do even more to support them,” explained Rachel Eyre, Chief Customer Officer at Asda, in a press release. 

“These changes offer greater value and choice in areas they shop the most and improve the in-store shopping experience,” Eyre continued.

“They’re about rewarding customers for their loyalty, as well as encouraging those who haven’t been to Asda for a while to take a fresh look. We’re confident they’ll see the difference straight away.”