Asda has launched a specific range of ‘Chosen By You’ products for Scotland.

‘Chosen by you Scotland’ is a range of 22 lines from three suppliers based in Scotland. It includes products such as Scotch Pies, Steak Pies, Strawberry Tarts and a Scottish Plain Loaf.

Chosen By You, Asda’s mid-tier own label brand, was launched last year, and according to Kantar is now the fastest growing mid-tier supermarket range.

Asda’s Local Category Director, CJ Antal-Smith said: “We’re the first supermarket to launch a dedicated Scottish own label range after feedback from customers that they loved Chosen by you but also wanted to buy regionally developed products that taste delicious, are made with the best ingredients and are great value for money. Our Scottish suppliers have worked hard with us for over a year to get the range just right.

“We’re looking to extend the range next year and we’re constantly speaking to customers to find out what they want us to include. If anyone has any suggestions they should let us know.”

The ranges go into stores this week.

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