// Asda has launched a new range that gives 15 emerging brands their first ‘big four’ supermarket listing
// The brands have been selected for their trend-led products as well as their potential to bring something new to the shopping experience
Asda is launching a new range to give 15 emerging brands their first ‘big four’ supermarket listing, as part of its ongoing commitment to innovation.
Customers in nearly 100 stores will be able to get their hands on exciting products and a number of ‘firsts’, as the supermarket lists 46 lines from small suppliers across the UK.
The move marks the launch of Asda’s Nurture programme, which champions emerging brands and seeks to bring customers new products more often.
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Starting from 95p, the items will be displayed with the Nurture branding and include alcohol-free spirits and drinks, rum, vodkas, vegan and gluten free snacks, and high-fibre lower-sugar alternatives to sweet treats.
Frozen products will also be available from 14th April, with vegan options across a range of pizzas and pies, as well as meat-free burgers, meatballs, bacon and sausages.
Customers are invited to give feedback on their favourites, with items that prove popular considered for a listing as part of the supermarket’s main range.
The 15 entrepreneurial brands have been selected to join the Nurture programme for their trend-led products alongside their potential to bring something new to the shopping experience.
As part of the programme, they receive support and mentorship from experts to understand how to work with a large retailer, as well as gaining access to shelf space and the ability to reach more customers.
Paul Gillow, vice president of fresh and frozen at Asda, said: “We’re proud that we’re able to give these brilliant small suppliers a platform to help grow their brand and reach more customers, and are excited to be bringing these new and innovative products to our shelves. We’ve been impressed by what we’ve seen so far.”
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