ASDA HAS launched a new value range of fruit, vegetables and dried nuts for which it seeks to ensure greater crop utilization.

The supermarket is initially introducing 12 products, including onions, mushrooms and a mix of root vegetables, into the rebranded Smartprice range.

The range enables the company to reduce prices for customers while helping utilize a greater proportion of its growers‘ crops by taking advantage of more flexible product specifications.

For instance, the root vegetables in the range are the same quality as all other root vegetables sold at ASDA, but their sizes are allowed to vary in the Smartprice range.

A spokesman for the company said that the best way for farmers and growers to make money would still be to “hit the spec” and that quality requirements from ASDA would remain as firm as ever.