Asda adds a new group to basket

Supermarket giant Asda has appointed State of the Art to its packaging design roster, bringing the line-up to five consultancies.

The Leeds group joins Elmwood, Watt Design, FLB and Brandworks on the roster, which works on packaging across the chain’s entire range of own-brand food and non-food products.

Asda head of design Carol Turner says the appointment is not part of a wholesale roster review and does not reflect growth in the supermarket’s own-brand lines. ‘It’s just the volume of the work that’s going through; it [answers] a need at the time,’ she says.

State of the Art is looking at packaging for 53 lines, including frozen vegetables, cakes and a six-strong range of frozen, pub-style ready meals, which will launch this winter, according to consultancy managing director Louise Harrison.

The group was on Asda’s design roster for five years prior to the chain’s 1999 takeover by American retail colossus Wal-Mart.

Asda, which has 266 stores and four standalone George sites across the UK, achieved US$22.1bn (£12bn) turnover last year.

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