How to prepare for Asda’s reset like a pro 💪
Did you catch the buzz from Asda’s supplier conference? Their new ‘Bay by Bay’ reset is set to shake things up, and it’s one you’ll want to be ready for.
Let’s break down what’s happening and how you can prepare for those conversations with your buyer.
What is Asda’s ‘Bay by Bay’ Reset?
Asda’s new commercial strategy is all about simplifying, sharpening and speeding up.
Recently returned CCO Darren Blackhurst and chairman Allan Leighton told suppliers the retailer will overhaul its offer “bay by bay”, focusing on removing SKU duplication rather than mass delists.
The aim?
• Refocus on core lines.
• Make better use of space.
• Empower buyers to “own every four feet”.
• Strengthen supplier relationships.
• Ultimately, become up to 10% cheaper than other supermarkets.
It’s a major reset in mindset too. Asda want less internal focus, more collaboration, and buyers to spend more time building partnerships that drive mutual growth.
How to Prepare for Asda’s Reset
Let's dive into how you can get ready for those tricky conversations with your buyer:
1. Review your range, line by line, bay by bay
Asda’s emphasis is on simplification, not slashing SKU count.
Take a close look at your current listings.
• Are there duplicated SKUs or slower sellers that could be challenged?
• Which lines clearly justify their space with rate of sale or shopper relevance?
Be ready to show how your products add value to the overall offer, not just in sales, but in how they fit the shopper mission and drive basket size.
2. Strengthen your story with data
Expect deeper conversations about duplication, space and efficiency. Use category, shopper and loyalty data to highlight what your brand brings that own label or competitors can’t.
Consider investing in Asda’s Quantium platform so you’re speaking their language.
If you have recently launched innovation or landed a range review, prepare the results to demonstrate early wins or growth potential.
3. Revisit your price and pack strategy
Asda’s target to be 10% cheaper than rivals means pressure on price is coming. Review where you can offer efficiencies or value improvements, whether that’s through pack formats, promotional mechanics or logistics.
4. Build trust and collaboration
Asda are clear, this isn’t a shakedown, it’s a reset. They want stronger, more open supplier relationships and Asda buyers to get out of the office and reconnect.
Now’s the time to bring proactive ideas and show how you can help deliver their turnaround ambitions.
Check out this article on ways you can help your time pressured buyers, to build those all important mutual relationships.
The takeaway
Asda’s bay by bay reset isn’t too different from a normal range review process. It’s all about clarity, focus and collaboration.
It’s a back-to-basics move designed to make the range simpler, the shopper experience stronger, and the business faster.
If your products are delivering value and you’re ready with evidence, you’re already in a strong position.
If you’d like help preparing your story, don’t hesitate to get in touch.
Check out our on demand video course to learn how to build a retailer-focused category-led sell-in story.
October 2025