Asda Fruit Review

2005 saw some changes for ASDA’s soft fruit category. Despite good sales of strawberries and berries over 2004, the categories full potential was still not being fully realised. This resulted in the introduction of both a large 454g punnet and a 227g “smart price” pack. These extra lines offer the ASDA shopper increased choice and value for money. The overall unit sales did not rise dramatically however it was interesting to see customer trading up to the 454g pack from the 227g and also new customers attracted to the smart price offer. This has increased the tonnage sold by approx 75% year-on-year, AMS are sure this trend will continue to increase next year, not only with the current SKU’s but with expansion with further new lines to the range.

2005 has also seen a sharp consumer focus and demand for a British product. Fortunately ASDA was able to stay on step ahead of the game and its competition by offering locally delivered products in 60+ stores across seven geographical regions. Over the 2005 season this local product was merchandised with “linked” lines such as cream, this was highlighted with “local choice POS”. The sales volume in these locally delivered stores is up 44% from last year, this will be extended once again for the 2006 season with at least an additional 15 stores benefiting from the scheme.

Improved sales are also attributed to production and procurement, as this season has focused on better eating varieties such as Flamenco and Diamente, preferred for their flavour. This focus on quality has definitely increased repeat purchases of strawberries at ASDA.

The usual suspects:

Raspberries
An impressive year on year sales performance with 144% uplift year on year. This year AMS have been able to maintain the sales momentum with some new promotional tools such as 33% Extra Free and Link Saves; these were successfully implemented during the season.

Blackberries
2005 has seen more people willing to try new lines and blackberry sales have benefited. AMS have maintained steady sales from the start of the year and have delivered imported product from week1, which was set up a successful UK season.

Blueberry
Once again blueberry sales continued at a pace, demand continued to outstrip supply throughout many weeks, AMS account manager Steve Sadler believes that the real sales potential of this line is still not fully recognised. “In certain weeks sales were up by some 300% year on year, the line continues to tread on the heels of raspberry performance and remains in 3rd place”.

Cherries
This year’s season was fairly disappointing with some major seasonal issues hindering performance. This year AMS were able to utilize more UK cherries in the programme and expect to improve this going forward. Picota Cherries did experience a successful year on year growth, which was supported with a good on pack promotion, sales increased by approximately 30%.

November 2005