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Wal-Mart’s Asda Says Own-Label Range Overtakes Sainsbury

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Oct. 11 (Bloomberg) -- Wal-Mart Stores Inc.’s Asda chain has overtaken J Sainsbury Plc in the U.K. market for own-label products, Chief Executive Officer Andy Clarke said today.

“For the first time in our history, our private-label market share is ahead” of Sainsbury, the executive said in a speech at the IGD conference in London. “And we’re only building on that momentum.”

The grocer revamped its mid-tier priced “Chosen By You” range last year, after 4,000 items including ready-made meals were tested by consumers before they reached shelves. The line is now the fastest-growing own-label range in the U.K., Clarke said. Asda’s private-label products also include the higher-priced “Extra Special” line and value-orientated “Smart Price” range.

The retailer hasn’t changed its strategy since Tesco’s Big Price Drop campaign, Clarke said.

“We are still very committed to Asda price guarantee,” through which the grocer promises to be 10 percent cheaper than rivals, he said. “We’re going to continue to invest in price.”

To contact the reporter on this story: Sarah Shannon in London at sshannon4@bloomberg.net.

To contact the editor responsible for this story: Celeste Perri at cperri@bloomberg.net.