Asda’s own-brand drugs hit a nerve

Gloucestershire consultancy FLB Design has created an own-brand packaging concept for Asda pharmaceutical products which has been swept up in a price war controversy.

The 33-strong range, which hit the shelves this week, includes pain relief remedies, common cold treatments, vitamins and antiseptic creams. They are significantly cheaper than branded equivalents, and Asda’s move has been condemned by high street chemists.

“We didn’t know the range would have such a strong reaction. It’s just part of Asda’s philosophy of offering value for money,” says an FLB spokeswoman.

The consultancy is one of ten on Asda’s design roster. There was no pitch for this pack range.

“Asda has sold plasters and paracetamol before, but they had a weak shelf presence,” says the spokeswoman. “A strong, bold, unified look was needed”.

FLB has employed a linking semi-circular picture of the product on each container and bright colours to “give some authority”. Further variants are expected to be added to the range.