Research Leads New ASDA Labelling Strategy

ASDA, the UK supermarket owned by US giant Wal-Mart, has announced the launch of a new food nutrition labelling system after extensive customer research. The approach combines the features of the alternative 'traffic light' and GDA systems used by its rivals.

The grocer conducted extensive consumer research and a customer trial to determine the style and format of nutritional information found most helpful, and won support from over 95% of respondents. 64% of Tesco customers favoured the new label over Tesco's own GDA (Guideline Daily Amount) version, with many mentioning the bright traffic light colours and a label said to be easy to read and understand.

ASDA says the label, which has been welcomed by the Food Standards Agency (FSA) and health minister, Dawn Primarolo, appeals to both nutritionally aware and less knowledgeable customers alike. The design aims to be 'read and easily understood in under two seconds' ­ the average length of time that many busy customers are prepared to spend reading a label.

Rivals have adopted either the easy-to-understand traffic light labelling system (Sainsbury's) or the more complex GDA labelling system (Tesco and Morrisons). ASDA's Chief Executive Andy Bond says, 'An overwhelming majority of our shoppers have told us this is the style of labelling they want to see, so that's exactly what we're going to give them.'

The first products bearing the new labels will hit the shelves in September with the project due to be completed by the end of the year. ASDA is online at www.asda.co.uk.

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.