Asda launches new premium own-brand range
Asda has launched a new brand called Exceptional by Asda as it looks to elevate its premium tier offering.
The move forms part of the supermarket’s broader strategy to revamp its own-brand ranges.
Championing taste and quality, Exceptional by Asda will be launched across multiple categories over the coming months, with over 500 products set to be included with some already available.
While the range features a premium packaging design with an emerald green and gold colour palette, Asda said it will “focus on surprising and inspiring customers with products which celebrate the very best of own-brand, with exceptional ingredients and taste at their heart”.
The rollout has begun with over 70 core chilled products that will land in stores between now and 8 June. Hero lines include Exceptional Burrata, Exceptional Petit Liverot, Exceptional Chaat Masala Potato Salad and Exceptional Double Stuffed Halkadiki Olives.
Asda has invested over £170 million in improving the range and quality of its own-brand products over the last three years. This has included the launch of Just Essentials in 2022, the Asda Bakery refresh in 2023 and the launch of new sub-brands Bistro and Bom Bahia.
Sam Dickson, VP commercial strategy, own brand, at Asda, 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.”
