food product research and development Services 
                     THE UK MARKET RETAIL STORE VISIT BY THE 
FOOD  RESEARCH LAB ASDA, MILTON 
KEYNES, UK.
30TH OCTOBER 2023
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AGENDA
To understand the product availability in 
the  UK Supermarkets, especially at 
Asda’s.
BACKGROUN
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Asda is one of the largest UK groceries by  
market share, with 14.7% in the 
supermarket  sector after Tesco & 
Sainsbury's. Asda is  seeking to overtake 
Sainsbury as the UK's  second-largest 
grocery supermarket.
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SUPERMARKET 
SWMEAERKPET SHARE, MAY 
2022
SOURCE: KANTAR, 0
2022 3
GREAT GROCERY MARKET SHARE (12 WEEKS 
BRITAIN ENDING)
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Company overview:
Brand Observed Hovis Ltd is a British flour and bread manufacturer. It was founded in  Stoke-on-Trent and began mass manufacture in Macclesfield, Cheshire, 
 in 1886. Following a series of mergers, it became a subsidiary of 
Rank  Hovis McDougall in 1962. Both the Gores Group and Premier 
Foods  announced in November 2020 that they had sold their 
holdings in the  company to the British-based private equity group 
Endless LLP. Hovis  specializes in high wheatgerm wholemeal flour, 
and the bread is baked  separately. It also makes Nimble brand low-
calorie bread.
Target Product Category : Wholemeal 
bread
Name of the Product :Hovis
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NUMBER OF PRODUCTS: 4
Wholemeal Medium Sliced
Wholemeal Thick 
Sliced  Wholemeal 
Small Loaf  Granary 
Wholemeal
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W H O L E M E A L
M E D I U MS L I C E 
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Nutritional 
Information  Per 100g
Primary Energy: 
Ingredient:  Wholemeal Flour (Wheat), 221Kcal  Fat: 
Water, Wheat  Protein, Yeast, Granulated 1.8g
Sugar, Salt, Soya  Flour, Wheat Flour  Carbohydrates: 
(with added Calcium,  Iron, Niacin, 37.8g  Sugars: 4.1 g
Thiamin), Vegetable Oil (Palm,  Protein: 
Rapeseed), Emulsifiers: E471, E472e;  10.0g  Salt: 
Preservative: E282, Caramelised Sugar,  0.90g
Flour Treatment Agent: Ascorbic Acid Vitamin B1: 
0.23mg
Sweetener:
Sugar
Servings per pack:  
Serving 20
size:
40g
Grains: Wholemeal Flour  
(Wheat), Original Granary 
Blend  (Granary Malted Wheat 
Flakes  (9%), Toasted Wheat, 
Toasted  Rye), Barley Flour, 
Barley Fibre
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W H O L E M E A 
L  T H I C K S L I 
C E D
Nutritional 
Information  Per 100g
Primary Energy: 
Ingredient:  Wholemeal Flour (Wheat), 221Kcal  Fat: 
Water, Wheat  Protein, Yeast, Granulated 1.8g
Sugar, Salt, Soya  Flour, Wheat Flour  Carbohydrates: 
(with added Calcium,  Iron, Niacin, 37.8g  Sugars: 4.1 g
Thiamin), Vegetable Oil (Palm,  Fibre: 6.8g  
Rapeseed), Emulsifiers: E471, E472e;  Protein: 
Preservative: E282, Caramelised Sugar,  10.0g  Salt: 
Flour Treatment Agent: Ascorbic 0.90g
Acid.rimary Vitamin B1: 
Ingredient 0.23mg
Sweetener:
Sugar
Servings per pack:  
Serving 17
size:
47g
Grains: Wholemeal Flour  
(Wheat), Original Granary 
Blend  (Granary Malted Wheat 
Flakes  (9%), Toasted Wheat, 
Toasted  Rye), Barley Flour, 
Barley Fibre
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W H O L E M E A 
L  T H I C K S L I 
C E D
Nutritional 
Information  Per 100g
Primary Energy: 
Ingredient:  Wholemeal Flour (Wheat), 221Kcal  Fat: 
Water, Yeast,  Granulated Sugar, Wheat 1.8g
Protein, Salt, Soya  Flour, Wheat Flour (with  Carbohydrates: 
added Calcium, Iron,  Niacin, Thiamin), 37.8g  Sugars: 4.1 g
Vegetable Oil (Palm,  Rapeseed), Fibre: 6.8g  
Emulsifiers: E471, E472e;  Preservative: Protein: 
E282, Caramelised Sugar, Flour  Treatment 10.0g  Salt: 
Agent: Ascorbic Acid. 0.90g
VitaminB1: 
Sweetener: 0.23mg
Sugar
Servings per pack:  
Serving 14
size:
29g
Grains:Wholemeal Flour (Wheat), 
 Original Granary Blend (Granary 
 Malted Wheat Flakes (9%),  
Toasted Wheat, Toasted Rye),  
Barley Flour, Barley Fibre
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G R A N A R Y  
W H O L E M E A 
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Primary 
Ingredient:  Wholemeal Flour (Wheat), Nutritional 
Water, Original  Granary Blend (Granary Information  Per 100g
Malted Wheat Flakes  (9%), Toasted Wheat, Energy: 
Toasted Rye), Wheat  Protein, Granulated 221Kcal  Fat: 
Sugar, Yeast, Soya Flour,  Salt, Wheat Flour 1.8g
(with added Calcium, Iron,  Niacin, Carbohydrates: 
Thiamin), Barley Flour, Caramelised  Sugar,  37.8g  Sugars: 4.1 g
Emulsifiers: E471, E472e, E481;  Vegetable Oil Protein: 
(Palm, Rapeseed), Preservative:  E282, Barley 10.0g  Salt: 
Fibre, Flour Treatment Agent: 0.90g
Ascorbic Acid. Vitamin B1: 
0.23mg
Sweetener:
Sugar
Servings per pack:  
Serving 17
size:
47g
Grains:Wholemeal Flour (Wheat), 
 Original Granary Blend (Granary 
 Malted Wheat Flakes (9%),  
Toasted Wheat, Toasted Rye),  
Barley Flour, Barley Fibre
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Guires FRL is a global contract R&D that assists food and beverage  
manufacturers with food product development. A team of food 
scientists  and technologists follow a systematic process, beginning with 
gaining  consumer insights from market and consumer research, 
followed by  prototype development, formulation and product testing 
for sensory  profile and quality. Moreover, the team assists with 
creating packaging  designs that align with the regulations, ensuring the 
product developed is  successful.
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