Asda is increasing its world food range this month by introducing 450 new products, tailoring to the diverse and multi-cultural groups living in Britain. The range expansion will be boosted across eight ethnicities groups: South Asian, Polish, Sri Lanka, Caribbean, Mediterranean, Romanian and Bulgarian with the launching of a African bay for the first time.
African is the second biggest growth ethnicity in the UK and these customers said they currently shopped the Caribbean range but wanted specific African brands, which Asda is now introducing, such as Mother Africa, Africa’s Finest, and specific products such as seasonings and pounded yam. There will be 70 new products in total, which can be found in 35 stores.
A regular shopper at the Asda store in Wallington, Patience Nnaji said: "I’m really excited to hear that Asda are introducing a bay to cater for the African customer, like myself. I have a big family and so am rushed with time from finishing work to picking up the kids from school. I can now do all my shopping under one roof, without having to shop around to pick different things at different stores.”
With the growing needs of the African community, Asda are adding an array of products to the daily repertoire of dishes for the African customer. With varieties of 1.5kg beans available to buy at 2 for £9 and a selection of 100g seasonings at 2 for £2, there is something for everyone in the family.
Founded in the 1960s in Yorkshire, Asda is one of Britain’s leading retailers. It has more than 180,000 dedicated Asda colleagues serving customers from 568 stores, including 32 Supercentres, 314 Superstores, 32 Asda Living stores, 179 Supermarkets, 25 depots and seven recycling centres across the UK. More than 18 million people shop at Asda stores every week and 98 per cent of UK homes are served by www.ASDA.com. Asda joined Walmart, the world’s number one retailer, in 1999.