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LEEDS, WEST YORKSHIRE, U.K. - Asda has said it plans to launch an own-brand kids food line early next year, just weeks after rival Tesco announced its entry into the burgeoning children's food market, The Financial Times reports.
The Wal-Mart-owned U.K. chain is looking to establish a point of difference by positioning the range as great-tasting food that also plays a role in helping children understand the need for a balanced diet. Packing will include instructions on easy meal preparation and will emphasize that eating healthily can be fun.
The brand name for the 100-product line has yet to be finalized. Asda's director of private label, Catriona Land, is overseeing its launch and development.
Last month, Tesco launched Tesco Kids, a private-label line aimed at children that includes varieties such as 'curry in a hurry' and 'hey amigo!'
Both the Asda and Tesco lines will compete with Sainsbury's Blue Parrot Cafe sub-brand, which has fared well with U.K. shoppers.