Asda is gearing up for a relaunch of its budget own-label range Smart Price, The Grocer can reveal.

The revamped range will be rolled out in January with a new logo and on-pack photography. Some 400 food and non-food items will be rebadged first, with the remaining 200 general merchandise items following at a later date.

Food products in the range will also feature traffic light labelling and roundels to highlight that they contain no artificial flavours or colours.

Smart Price was bought by 43% of Asda shoppers, according to Asda. Families were on tighter budgets so it was important that its economy range offered quality at the lowest price, said head of own label marketing Simon Eyles.

“We have worked to reinvigorate our Smart Price brand to ensure economising doesn’t mean compromising on quality or value,” he added. “We never waste money on unnecessary packaging or advertising.”

The 600-strong range was originally launched in 2000, and covers almost every category in food and non-food. Asda trademarked ‘Smart Choice’ earlier this year, leading to speculation that it was set to rebrand Smart Price as Smart Choice. At the time, analysts were in agreement that the move would have been a good one because it would have shifted the emphasis of Asda’s basic range from price to quality and widen the appeal to a more upmarket demographic.

However, Asda cancelled the application last month. PepsiCo and foodservice wholesaler 3663 have already registered Smart Choice for food, drink and non-food products.

The relaunch of Smart Price is the latest in a string of own-label revamps by Asda. The supermarket rebranded its standard range as Chosen By You a year ago and the range now accounts for 40% of all Asda’s food sales.

Last week, Asda teamed up with Prue Leith and Caroline Waldergrave to revamp its Extra Special range of premium ready meals.

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