As well as its wide selection of mainstream ethnic food, Asda has a special range for ethnic communities, as ethnic grocery buyer Ali Carswell explains. "Our range for ethnic communities is now in more than 60 stores. Locations are growing, as we aim to provide a one-stop shop for these communities. "The product mix varies according to the community. Our main Asian brands are Rajah and Natco, while our two biggest West Indian brands are Dunns River and Enco. We don't do Chinese because it's part of our mainstream World Foods range. "We also sell rice in 10 to 20 kilo sizes and large drums of oil. We do halal products, but not in great quantity as yet, mostly cans and chilled halal meat. Our latest development is to increase Asian drinks and snacks which are in strong growth. "Increasingly, we are seeing more adventurous mainstream consumers shopping the fixture in search of authentic products." {{FOCUS SPECIALS }}

Topics