Britain’s second largest grocer Asda has become the first supermarket in the UK to stock US chocolate brand Hershey’s, it was announced today.
It comes after research by Asda found that 50 per cent of Britons who holiday in America bring back Hershey’s products with them, and 62 per cent of shoppers polled said they would like to see the brand sold in the UK.
New Asda CEO and President Andy Clarke recently declared that he wants to leverage the relationship the retailer has with its US parent company Walmart, and this latest product offering is direct evidence of the benefits such a collaboration can have.
Chris Silcock, Category Director of Impulse Grocery at Asda, commented: “We know that Hershey’s is an iconic American brand, which is loved by Asda customers who have told us they want to see it on shelves in the UK.
“We are bringing the best of the US to the UK with this exclusive range of great American treats, while offering a new addition to tickle Brits’ taste buds.”
Following Clarke’s comments, which were made as the grocer announced its financial results for 2010 in February, customers should expect to see more products and strategies launched in association with Walmart.
Elegant Living, which comprises products such as towels and cutlery and is jointly sourced by Asda and Walmart, will be launched this month to help expand the supermarket’s non-food offering.
Clarke commented: “We’re keen to get the message across that we are a British retailer powered by Walmart.
“Elegant Living is an example of this and they’ll be more of it the months to come.”