In a move designed to tap into interest in world cuisine, UK retailer Asda has launch the biggest ever world food range.The ‘World Food Store’ includes Mediterranean, Irish, Asian, Afro Caribbean and Polish cuisine spread across their food range as well as having a Polish deli counter and a Halal meat counter. In total the Hounslow store will serve six different nationalities covering hundreds of ethnic lines.

The retailer said the launch of the World Food Store is in direct response to customer feedback from the area, which has a diverse range of nationalities, who want to be able to get their full weekly shop from the store, without shopping around.

“Brits are known for their multi-culturalism and Asda has embraced this by bringing authentic delicacies and delights from all around the globe for customers of every cultural background to enjoy or discover for the first time,” Cathryn Ramsden, Emerging Markets Customer Planning Manager, suggested.

“In the last year we have seen a 42% year on year rise in sales of ethnic products across our stores, off the back of an 83% increase last year, showing that there is a real appetite for diverse and specialist foods from across the world.”

The concept is being launched on a trial basis with a view to rolling them out across Britain as early as next year.

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