Asda Exports Prove A Major Success With Mexicans

Fri, 03 Aug 2007
 
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Supermarket giant Asda is set to double the number of exports from its Extra Special range to 100 products following last month’s success in supplying over 40 Mexican supermarkets, owned by Wal-Mart, with dozens of traditional English products.

Asda’s managers have been left shell shocked after seeing three months’ worth of stock fly out of stores in just two weeks as it seems that shoppers in Central America have found a new craving for English jams and chocolate .

Sam Morgan, Asda’s brand manager, said: "It started back in January, when a manager from Mexico came over, saw the range and said that he thought his customers would love it."

"We specifically sent over more of the Anglicised kind of products, lots of jam, marmalade and fudge, and it’s sold out already. It seems that some restaurants in the trendy parts of La Condensa in Mexico City are buying them up and selling some of the products themselves."

"Two Wal-Mart managers were in a restaurant there recently and were quite surprised to be served up our Belgian chocolates ."

The top-sellers in stores across the Atlantic are luxury butter fudge, milk chocolate caramels and blackcurrant marmalade.

The Superama supermarkets were also supllied with pasta and balsamic vinegar by the UK’s second largest supermarket, while English tea and even salsa are among the new products that could be shipped over.

Ms Morgan added that the range of marmalades that have been sent over have been "quite a success" while shoppers "seem to prefer British chocolate to that made in America."

The Extra Special range by Asda was relaunched last autumn and although it contains fewer products than Tesco’s Finest range and Sainsbury’s Taste the Difference, it has contributed towards the turnaround in sales at the chain so far this year.

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