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Wal-Mart's UK Asda Group will launch "More For Kids," a private bale line of food products designed just for children, according to a report this morning from

The move is designed to compete with a similar offering from Sainsbury called "Blue Parrot Café," and is part of an overall facelift being given to Asda private label offerings.
KC's View:
We'll be interested to see when these sorts of kid-friendly approaches find their way into the hearts and minds of US retailers.