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ASDA launched its own brand range of goods in 1986. Following the launch the low-tier Farm Stores (later Smart Price) and high-tier Extra Special, it became the mid-tier product range. In 2010 the range was rebranded 'Chosen by You' in an effort to increase profits and change the perception of the ranges quality.

2010-2015

ASDA Chosen By You logo
The brand was discontinued in 2015, the range returned to being branded simply as ASDA.