Though Asda is held by the US retail multinational Wal-Mart, it is still striving to hold its ground against its big supermarket opponents, especially Tesco.

UK's second largest-supermarket yesterday, restarted a revised version of its core Chosen By You own-brand variety.

The owner of 14 stores in Northern Ireland intends to make a place for itself. It aims to become the go-to store for tempting delicacies such as Mediterranean bread, lemon daisy cupcakes and red pepper Wensleydale soup.

It has splurged more than £100m and nine months on the procedure, enrolling 40,000 shoppers to participate in 200,000 blind tastes, throughout the UK.

In addition, the Company has launched 500 new products and revamped 1,000 others, as part of the revitalization process of its products.

It is reported that these measures came after the comments of Chief, Andy Clarke. Where previously he had shown suspicion on the quality of food being offered by Asda, he has expressed faith in the food retailed by the Company.

He said, "When it comes to our food, we've taken a long, hard look at our products, done a lot of listening to our customers and invested a significant amount of time, effort and money".