The good and the bad – their advertising is woeful, can’t find a good pic of their apple pie, so had to use this:
Point is, some 6-9 months ago, they were struggling against Lidl and Aldi and were reducing their lines, there were fewer staff, fewer tills and so on – signs of a store on its way out.
Then they started doing something without advertising that they were doing it – I was talking to ASDA UK today by phone – in this was vastly increasing the quality of their own lines. They have two levels – Smart and then Home brand. Go for Home because it not only undercuts the Name brands of that item, it’s actually better in some cases.
An example is the apple pie, plus the meat pies. You’ll only know by actually buying and eating them and the packaging look is not meant to undercut the Name brands. But they’re banking on a savvy shopper who knows value [not saying I am but it’s banking on this type]. There is much talk in the aisles between customers.
Now, as you know, most large bought apple pies have thick crusts and bases, masses of goo and some diced apple inside. I swear this ASDA one is crammed with slices of real apple in layers, some goo but not much.
I use their loo roll and other common items – that’s one thing – but it’s this improvement in foodstuffs which has surprised. Their spicy meatfeast pizza is as good as any I’ve tasted. Their gingernut biscuits are superb – not teeth-shattering but softer and you can taste the ginger. Someone is behind this and they’ve done well.
What they’re clearly aiming for is quality at a good price, rather than just rock bottom prices – they do have that in the Smart range but aim above that.
Methinks they need to get their PR working better because their products do stand up now and they should be showing their wares.