NPD Programmes

A platform for new products


New product launches are vital to growth and ongoing customer engagement. We recognise that bringing a new product to market can be tough, so at ASDA we provide regular high-quality opportunities for brands to showcase NPD, including our Merchant's Den programme.

ASDA Merchant’s Den

Pitch for Media Support


Brands are invited to pitch to a panel of ASDA judges, who each hold a media budget to support the promotion of New. 

Successful pitches win significant financial input towards their ASDA media campaign, as well as access to our full retail media portfolio - to ensure the product launch has maximum standout to ASDA shoppers.

Download our Merchant's Den Supplier Guidelines, to find out more about how you can take part.


Merchant's Den Guidelines




Merchant's Den winners can unlock Asda's full portfolio of retail media
to create highly engaging and impactful launch campaigns.

Take a look at some of the previous winners' campaigns...



The Strongbow Ultra Dark Fruit campaign used custom-built 48 Sheets with LED lighting to make sure their NPD really stood out, alongside wrapped Digital 6 Sheets, die-cut entrance media and sampling to introduce the product to shoppers, driving awareness and aiding conversion.



Heinz launched their new Mashupz sauce range with a highly impactful multi-channel campaign, utilising exclusive die-cut entrance media, shelf media, ASDA mag pages and an experiential sampling van situated in the carpark – engaging with shoppers all across the store and online too.



Merchant’s Den winners, Unilever launched their Lynx G.O.A.T campaign with digital and store media, including an engaging experiential photobooth, inviting shoppers to interact with the brand – a memorable and impactful campaign.