Frozen products will be among a new range of 15 emerging brands rolling out at Asda supermarkets in the United Kingdom during April as part of the retailer’s “ongoing commitment to innovation.” Shoppers in nearly 100 stores will be able to get their hands on a number of “firsts,” as the chain lists 46 lines from small suppliers across the nation. The frozen fare will include pizza, plant-based Italian-style meatballs, meat-free burgers, sausages and pies.
The brands have been selected to join Asda’s Nurture program for their trend-leading characteristics and potential to “bring something new to the shopping experience.” As part of the program, the entrepreneurial producers receive support and mentorship from experts to understand how to work with a large retailer, as well as gain access to shelf space and thus reach more customers. Items that prove popular will be considered for a listing as part of the supermarket’s main range.
“We’re proud that we’re able to give these brilliant small suppliers a platform to help grow their brand and reach more customers, and are excited to be bringing these new and innovative products to our shelves. We’ve been impressed by what we’ve seen so far,” said Paul Gillow, Asda’s vice president of Fresh and Frozen at Asda.
Employment Support Package for Ukrainian Refugees
Meanwhile, as the horrors of the Russian military invasion of Ukraine ordered by Vladimir Putin continue into a second month, Asda is offering Ukrainian refugees arriving in the UK a guaranteed job interview and providing specialist support to those who are recruited as Asda employees.
The supermarket currently has around 1,500 salaried and hourly-paid roles available in its stores, warehouses and within its IPL sourcing and procurement arm and would welcome applications from Ukrainian refugees to fill these roles.
Asda has also confirmed that it will make a colleague discount card and access to wellbeing support services immediately available to any Ukrainian refugees joining the business, with the intention of helping them establish themselves in their new community.
The company is also producing Ukrainian-language welcome packs to highlight the support available and introducing badges for Ukrainian speaking colleagues to wear in stores to help customers from the country feel welcome.
“We can’t imagine how difficult the last few weeks have been for those people who have been forced to abandon their homes and seek refuge abroad. We want to support those Ukrainian refugees who come to the UK by helping them find employment as this will give them the stability and security needed to help build a new life for themselves,” said Hayley Tatum, chief people officer.
Earlier this month, Asda announced a £1 million package to support displaced Ukrainian families in Europe and the United Kingdom. The chain also made a £250,000 corporate donation to UNICEF and delivered essential food and other supplies to the Polish border for onward distribution in Ukraine.
