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.



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 exclusive media formats to ensure 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 Supplier Guidelines
File size 395.46 KB




ASDA Innovation Awards

Celebrating the best of NPD Innovation


Now in its second year, the ASDA Innovation Awards are a powerful endorsement of NPD and innovation.

Suppliers have the chance to nominate their innovative NPD and all entries are showcased on the New hub in addition to an ASDA Radio advert. Shortlisted products will be promoted in stores over 5 weeks where ASDA shoppers vote for their favourite product. Top products from each category are then put before a panel of independent retail experts for the final vote. The overall winner and category winners are announced at a grand awards ceremony and presented with a top of the range ASDA media package.


2019 Innovation Awards in Numbers



Individual product votes, +54% YoY 

Total unique votes

Total audience reach

Media package for category winners

Media package for overall winner

In ASDA funded advertising


To find out how you can nominate your NPD for inclusion in next year's ASDA Innovation Awards, download our supplier guide, below.

ASDA Innovation Awards Supplier Guide
File size 32.12 KB