Asda is ramping up its healthy offering with the refocus of Good for You! and the expansion of its kids range.
The retailer is doing a u-turn on Good for You!, which was relaunched last year as a diet brand. After listening to customer feedback it has decided to take the range back to its ‘healthy alternative’ beginnings.
“We are reversing the decision in order to give it a broader appeal than just dieters,” a spokesman said.
“Customers were confused when we turned it into a diet brand and it alienated segments, especially men. Our customers understand Good for You! to mean a healthier alternative to the standard range.”
The decision enables Asda to bring more products to the brand. “We could have a chocolate cake or mousse which is better for you than our standard product. But we will not be bringing in items like spreads that are clearly high in fat,” the spokesman said.
The retailer is also working with nutritionists to extend its More for Kids range, which was launched in 2002 with restrictions on fat, sugar, salt and additives. It has already reformulated products following the FSA’s introduction of salt targets for children.
It hopes to create pester power, with kids requesting
healthy items like fruit and veg. “We are trying to make food a positive thing, such as telling children that if they are going to play sport regularly they need to ensure their carb intake is sufficient,” said the spokesman.
Asda is continuing its commitment to the government’s ‘Big’ educational initiative with a three-year programme to teach children about looking good, eating well and exercise.
The Big Healthy Body scheme includes introducing children to unusual fruit and veg through ‘trails’ at Asda stores and an interactive website.
The moves follow Asda’s pledge in 2002 to make healthier eating a more accessible option for all its customers. It is upweighting activity and has made obesity a commercial and strategic issue for own label suppliers, with a review of fat levels across 3,500 Asda brand products over the next three years.
Siân Harrington
The retailer is doing a u-turn on Good for You!, which was relaunched last year as a diet brand. After listening to customer feedback it has decided to take the range back to its ‘healthy alternative’ beginnings.
“We are reversing the decision in order to give it a broader appeal than just dieters,” a spokesman said.
“Customers were confused when we turned it into a diet brand and it alienated segments, especially men. Our customers understand Good for You! to mean a healthier alternative to the standard range.”
The decision enables Asda to bring more products to the brand. “We could have a chocolate cake or mousse which is better for you than our standard product. But we will not be bringing in items like spreads that are clearly high in fat,” the spokesman said.
The retailer is also working with nutritionists to extend its More for Kids range, which was launched in 2002 with restrictions on fat, sugar, salt and additives. It has already reformulated products following the FSA’s introduction of salt targets for children.
It hopes to create pester power, with kids requesting
healthy items like fruit and veg. “We are trying to make food a positive thing, such as telling children that if they are going to play sport regularly they need to ensure their carb intake is sufficient,” said the spokesman.
Asda is continuing its commitment to the government’s ‘Big’ educational initiative with a three-year programme to teach children about looking good, eating well and exercise.
The Big Healthy Body scheme includes introducing children to unusual fruit and veg through ‘trails’ at Asda stores and an interactive website.
The moves follow Asda’s pledge in 2002 to make healthier eating a more accessible option for all its customers. It is upweighting activity and has made obesity a commercial and strategic issue for own label suppliers, with a review of fat levels across 3,500 Asda brand products over the next three years.
Siân Harrington
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