That supermarkets create store-brand versions of products is nothing new and diet aids aren’t immune from having generic store versions competing for shelf space. The grocery store chain ASDA, also written as Asda, has created its own version of a meal replacement shake plan to help customers lose weight. Unfortunately, detailed information about the plan is not easily accessible.
Asda is a British grocery store chain that was bought by Walmart in 1999. The chain started as “Queens” in the 1960s and changed its name to Asda shortly afterward. The name “Asda” is a combination of Asquith, the last name of two of the founders, and Associated Dairies, with whom the Asquiths merged. As of 2010 Asda sales formed 31 percent of Walmart’s international sales.
Measure Up Products
Measure Up is Asda’s store-brand version of a meal replacement diet, in which you drink a vitamin-packed shake in place of a meal. According to Asda’s promotional material for the ready-mixed chocolate-flavored shake, you would drink two or three shakes instead of eating two of your regular meals. The rest of the day’s diet fills out with a couple of “healthy” snacks and a “nutritious” meal.
The product line includes tubs of powder you mix yourself, additional ready-mixed shakes in vanilla and strawberry flavors and snack bars in flavors such as chocolate and toffee. Past this, information on the program is difficult to come by and seems restricted to Internet forums.
Meal replacement-type diets that you follow without supervision can have the same pitfalls as other do-it-yourself diet plans: you can become tired of the flavors after a while and some people could take the diet too far in hopes of losing weight more quickly. Asda does note that the Measure Up program is not meant to replace all the food you eat and that it is meant to be only part of an overall diet that restricts calories. Let your doctor know if you plan to try the Measure Up program, especially if you have any pre-existing health conditions.
Another potential problem is a tendency to not follow the diet as strictly after a while. Meal replacement diets can shed participants instead of pounds; however, the results are inconclusive and will of course vary due to factors like the type of meal replacement plan and how determined the participant is to lose weight.
A 1994 study about a similar meal replacement plan, published in the “Journal of the American College of Nutrition,” had a dropout rate of 44 percent but a more recent study from 2004, in the “International Journal of Obesity and Related Metabolic Disorders,” did not report any dropout rate. Neither of these studies looked specifically at the Measure Up program, though, so how successful you can be if you try it is really up to you and your doctor.