Press Centre

Asda Puts the World on Your Plate

Asda is the first retailer to launch the biggest ever world food range

Today, Asda opens its arms to the world by announcing the launch of the in Hounslow, West London. UK’s largest world food range

The World Food Store include a treasure trove of delights from the Mediterranean, Irish, Asian, Afro Caribbean and Polish nationalities across chilled and frozen food, ambient, clothing, homeware and health and beauty. The store also boasts a Polish deli counter and a Halal meat counter. In total the Hounslow store will serve six different nationalities covering hundreds of ethnic lines.

The launch of Asda’s World Food store is in direct response to customer feedback from the Hounslow area, which has a diverse range of nationalities, who want to be able to get their full weekly shop from the store, without shopping around.

Asda works closely with the local communities in the area to help advise what will be on the shelves and partnered with a number of local businesses to provide specialist counter services. The two most popular ethnic food counters are Delicja and Haji Baba – Delicja is a Polish deli counter hosted by purely Polish colleagues and Haji Baba is a local Halal butcher who has been in the area for 30 years.

Cathryn Ramsden, Emerging Markets Customer Planning Manager said: “Brits are known for their multi-culturalism and Asda has embraced this by bringing authentic delicacies and delights from all around the globe for customers of every cultural background to enjoy or discover for the first time.

“In the last year we have seen a 42% year on year rise in sales of ethnic products across our stores, off the back of an 83% increase last year, showing that there is a real appetite for diverse and specialist foods from across the world.

We felt it was the right time to launch our first World Food store in Hounslow which will help broaden our customer base and make Asda the supermarket of choice for all.”

The concept is being launched on a trial basis with a view to rolling them out nationally in 2010.

Posted in Press Centre on 02 November 2009