|January 20, 2005,
as reported by just-food.com: New ‘Smartprice’
fruit will allow UK supermarket group Asda to better use
of grower crops while providing consumers with it lowest
priced produce yet, according to a company press release.
The company said the move, which includes fruits, vegetables
and dried nuts, was aimed at helping price-conscious
shoppers achieve the recommended target of five servings
of fruit and vegetables per day.
The supermarket is initially introducing 12 products
into the rebranded Smartprice range with more set to
follow in the coming months.
Asda, which is part of US retail titan Wal-Mart, said
the range will enable it to reduce prices for customers
whilst using a greater proportion of its growers' crops
by taking advantage of more flexible product specifications.
For instance Smartprice oranges are the same variety
as standard Asda brand oranges, but are smaller in diameter.
"We're committed to making it easier for our customers
to lead a healthy life. Our Smartprice produce range
will enable millions of customers, who are on a tight
budget, to buy top quality fruit and veg at the lowest
possible prices," said Angela Spindler, Asda's
trading and marketing director.