ASDA and Fullers Foods agree new multi-million pound contract

Fullers HQ

ASDA have extended their frozen food partnership with Leeds-based Fullers Foods International Plc. The long-term procurement agreement encompasses over 175 ASDA branded products including frozen chips, vegetables, fruit, herbs and chicken.

Focus on frozen food has increased over the last year. As busy lifestyles and the cost of living continues to rise, consumer demands for cost effective convenient products are at the forefront of consumer spending.

“Extending our long-term relationship with ASDA at a time when the UK food industry must work in partnership is key to our business” said Jason Fuller, joint CEO of Fullers Foods International with his brother Adam Fuller.

“The agreement we have in place is in line with the continued work that ASDA and ourselves have been doing to further regulate and enhance the quality and view of frozen food within the industry. The strength of Asda’s customer base, coupled with the broad range of products from Fullers Foods, provides a solid foundation to continue to grow choice and improve efficiencies for ASDA customers.”

Fullers Foods will work with ASDA on a plan jointly to face the increasing challenges of the food industry.