Asda has taken two Fairtrade coffee brands off its shelves due to a slump in sales.
The supermarket chain has dropped the Clipper and Cafédirect Fairtrade coffee brands from its range of Fairtrade produce after both products failed to a poor performance during 2009.
The poor sales saw Cafédirect’s market share of instant coffee at Asda drop to 0.7 per cent and Clipper’s to just 0.2 per cent.
Asda said it will replace the brands with three new Extra Special own-label coffees – one Fairtrade and two Rainforest Alliance certified.
The UK’s second largest grocery retailer offers shoppers over 20 Fairtrade goods including Fairtrade bananas, oranges, tea and wine .
2010 has been predicted by many industry experts to be the year of the Fairtrade mark, with more and more major food brands adopting the ethical label.
Asda was recently announced as ‘Britain’s biggest pound shop’, with sales of £1 items accounting for more than 14 per cent of total sales.
