The World Food Range just got bigger and better at Asda

The World Food Range just got bigger and better at Asda

Asda is increasing its World Food Range this month by introducing 450 new products, tailoring to the diverse and multicultural groups living in Britain. There are eight ranges, which cater to different ethnic groups: South Asian, Polish, Sri Lanka, Caribbean, Mediterranean, Romanian and Bulgarian with the launching of a African bay for the first time.

To meet the demands of the ever-evolving demographics and after conducting in depth research, talking to all the customer groups, Asda will be introducing 70 new lines of African products across 35 selected stores.

Helen Yates, Customer Planning Manager for Asda Ethnic Ranges said: “We want customers to be able to do their whole shop at Asda. We have spent time talking to lots of customers and understanding what ethnic brands and products are key to their everyday cooking and have introduced these into the ranges, so that they can pick these up when they do their other shopping and have the convenience of buying everything under one roof.”
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. Some of the brands being introduced is Mother Africa, Africa’s Finest, as well as specific products such as seasonings and pounded yam.
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.

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Name: Arika Murtza
Phone: 020 7195 1393