News

Asda has extended its partnership with Sun Brand Technologies by rolling out Odin brand management software across all of its non-food products, to improve efficiency in the packaging design to print process.

The retailer, which has been working with Sun for more than 15 years, now uses the web-based Odin system to bring together all elements of the product development, design and approval process for more than 12,000 own-label products.

Asda's Graham Hursthouse, from the retailer's in-house marketing department, said: "Given that the majority of our non-food products are sourced abroad, we realised a more efficient solution was needed to control the brand management process effectively, increase speed to market and keep costs down."

All Asda staff working across the product range have access to the Odin system, along with product suppliers, printers and design agencies, who are able to see online the status of projects, brand guidelines and briefs, ensuring consistency across the range.

Odin has four main modules: Odin On Time, Odin Sprint, Odin Assets and Brand Toolbox.

Bradford-based Sun Brand Technologies is part of Sun Branding Solutions (SBS), owned by parent group Sun Chemical.

SBS also includes brand design agency White Zone, brand graphics firm Gilchrist and the packaging technology and database service Your Packaging Partner.

The firm has a turnover of £18m and 210 staff.