Asda is expanding its new Chosen By You mid-tier range into meat and fish in a move it hopes will generate an additional £20m in annual sales.

The 60-strong range, which will hit stores on Monday, consists of 40 entirely new meat and fish lines as well as 20 existing products that will be rebranded under the Chosen By You label.

The lines are being introduced to Asda's meat & fish aisles as part of a wider-range overhaul that will see Asda add a total of 150 new meat and fish lines including BBQ and Extra Special products to its offer. It will be Asda's biggest-ever NPD launch in meat and fish.

The Chosen By You range would focus on four core areas, said meat and fish category director Elaine Robinson 'summer eating', 'convenient for midweek meals', 'something special' and 'weekend roasts'. New products include a lamb shoulder joint with wild garlic and herbs and Mediterranean-style stuffed sardines with sun-dried tomatoes, roasted red peppers and green olives.

Asda had drawn inspiration from restaurants and butchers' shops around the country, added Robinson. "There's no point in just replicating what other retailers are doing," she said, adding that the new range would also help counter consumer concerns that the meat and fish aisle "was sometimes a little bit bland".

Although the "odd thing" would be delisted to make room for the new products, no major products would disappear from shelves, said Robinson. However, Asda's current 'meals made easy' lines would be subsumed into Chosen By You.

The range would be displayed in-store in up to three bays and presented as one range, added Robinson. Prices will range from £2.48 to £6.98, but products will be on lower, promotional prices for the first four weeks, to encourage trial.

There will also be sampling and press activity as well as coverage in Asda magazine. PoS material will show images of the cooked product.

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