Asda launches premium own brand range set to feature over 500 products

By William Dodds

- Last updated on GMT

The new range features an upgraded packaging design. Credit: Asda
The new range features an upgraded packaging design. Credit: Asda

Related tags Supermarket

Supermarket chain Asda has announced the launch of its new own brand range dubbed Exceptional by Asda.

The range was created in order to “elevate the supermarket’s premium tier offering”​ and once fully rolled out will feature more than 500 products across multiple categories.

The initial roll out will take place in-store and online between now and 8 June 2024, with the rest of the range set to be phased in over the next few months. The first batch of products includes more than 70 core chilled items including burrata, chaat masala potato salad and double stuffed Halkadiki olives among others.

Asda said that the new range will provide shoppers with “the very best quality”,​ while featuring a “distinctly premium packaging design”.

Over the past three years the retailer has invested more than £170m in several initiatives to improve the range and quality of its own brand products, with the launch of Just Essentials in 2022, the Asda Bakery refresh in 2023 and the launch of new sub-brands Bistro and Bom Bahia.  As part of this, Asda launched more than 4,500 new or improved products.

"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,”​ said Sam Dickson, vice president for own brand commercial strategy at Asda.

"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.”

In its recently published financial results, Asda reported 5.4% growth in like-for-like sales (excluding fuel) and a 24% increase in adjusted EBITDA after rent.

In other news, European food importer and distributor Lituanica UK has recalled a meat product after Listeria monocytogenes was discovered.

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