Asda has unveiled ‘Exceptional by Asda’, a new own-brand that the supermarket said would “elevate its premium tier offering”.
The range, which has started to be introduced into stores, will be launched across multiple categories over the coming months, with over 500 products set to be included.
The grocer said the “new, sophisticated brand” aims to “champion taste whilst providing shoppers with the very best quality”.
Asda said the new range has “a distinctly premium packaging design”, with an emerald green and gold colour palette, but also an elevated product offering “with a focus on surprising and inspiring customers”.
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The rollout of the new Exceptional range begins with over 70 core chilled products landing in stores between now and 8 June, with hero lines including burrata, petit liverot cheese, chaat masala potato salad and double-stuffed Halkadiki olives.
Over the last three years, Asda has invested over £170m in several initiatives to improve the range and quality of its own-brand products, with the launch of Just Essentials in 2022, and its bakery refresh last year.
As part of this, the retailer has sought to up the quality of its own-label lines, launching more than 4,500 new or improved products in that time, alongside its most recent ‘M&S Taste Match’ campaign, which has seen 100s of products independently taste matched to M&S.
Asda called the launch of Exceptional “the next step on this journey” as part of its broader strategy to overhaul its own-brand offer.
VP commercial strategy for own brand Sam Dickson said: “At Asda, we’re constantly striving to exceed expectations and inspire customers with the quality and breadth of our ranges and work relentlessly to offer our customers uncompromising value, showcasing that affordable can also mean high quality.
“The launch of our new premium brand, Exceptional, marks an exciting time for Asda’s own-brand offering. We’ve developed a range which offers customers something they’ll feel really proud to put on the dinner table – these products ooze quality and celebrate the very best of own brand, with taste at their heart.”
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