Asda Goes Premium With New Own-Brand 'Exceptional By Asda'

Asda has announced the launch of a new, premium, own-brand as it aims to elevate the supermarket's premium tier offering.

The new Exceptional by Asda brand is said to champion taste whilst providing shoppers with the very best quality and will be launched across multiple categories over the coming months, with over 500 products set to be included in the range. Whilst the first Exceptional by Asda products are already available to purchase in-store and online.

The new range features a more premium packaging design and begins with over 70 Core Chilled products landing in stores between late May and the 8th June. Lines include: Exceptional Burrata, Exceptional Petit Liverot, Exceptional Chaat Masala Potato Salad and Exceptional Double Stuffed Halkadiki Olives.

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."

Asda has invested over £170m in several initiatives to improve the range and quality of its own-brand products over the last three years, 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, the retailer invested in 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.