UK supermarket retailers are reporting success with their new brands.
   Asda’s new private label range, Chosen by You, now accounts for 40% of the UK retailer’s sales, Chief Executive Andy Clarke told at an IGD conference. The success of the mid-range line has contributed to a surge of private label sales for the supermarket, he added.
   Sainsbury has had similar success with its new range, By Sainsbury. Group Commercial Director Mike Coupe told at the conference that these products now account for one-third of total sales.
   Separately, Waitrose reports that its new essential Waitrose brand is currently seeing an 11% year-on-year uplift in sales and now accounts for around 18% of the retailer’s total sales. The range is playing a major role in attracting new shoppers to Waitrose.