|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
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
"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.