Asda has told The Grocer it is planning big changes to its dairy category following two major reviews.
The shelf space for organic produce will be trebled with lines pulled together into a dedicated cabinet at the end of this month. A sign that the retailer means business is the appointment of Trine Leadley, who has been briefed to focus
on building the organic dairy offer.
Head of dairy Jonathan Betts said Asda would go back to basics with a new three-year plan for the wider dairy category. "In short
we expect our growth will come from lowering prices, improved marketing,
space realignment, better
availability, and product development- very much the basics of retailing."
Dairy already accounted for 13% of the retailer's food sales and helped pull in customers, Betts added. Shelf space for own-label products such as Squeezy Yoghurts and Great Stuff! as well as locally branded milk would be doubled and availability improved, he said.
No comments yet