Asda is hoping to bolster its appeal in the run-up to Christmas by doubling the size of its new premium own-label ‘Exceptional’ range that was launched earlier this year.
Over 400 new lines will be rolling out over the coming weeks, of which around 100 will be festive products across a range of categories, including meat, fish, poultry, and bakery,
With its teal and gold packaging and focus on premium ingredients, sales of the new ‘Exceptional by Asda’ range are said to have been “strong”. After launching in chilled categories in May, sales of the chain’s premium offering are up 98% year-on-year, with Exceptional items such as Scotch Eggs, Quiche Lorraine, and Black Cherry Yoghurt proving particularly popular.
Asda stated that the range is the result of hundreds of hours of research by its team of in-house chefs and developers, as well as input from “expert producers and suppliers that stretches from Yorkshire across France and into Italy”.
The retailer noted that the range has also been inspired by current restaurant trends – such as hot honey, which has taken the culinary world by storm this year and been brought to life through ‘Fig, Whisky and Spiced Honey’, which runs across multiple lines.
Recognising that many customers are time-poor, convenience also plays a big part in Asda’s range, with it featuring items such as prepared joints of meat. The chain has also tapped into social media food trends to develop items such as pistachio croissants and Pistachio Sourdough Doughnuts.
“Offering our customers great quality and great tasting food at incredibly low prices has been front and centre in every part of the development of the Exceptional range – from sourcing the best ingredients and suppliers right through to the new deep green and gold packaging,” said David Hills, Chief Customer Officer at Asda.
“Whilst this range is a genuine step on in our premium offer – it has also been developed with Asda’s relentless focus on price. The range is all about providing accessible indulgence. It’s food and drink that feels a little luxurious, but with the uncompromising value our customers expect from Asda.”
In 2025, an additional 500 products are set to be added to the Exceptional by Asda range, taking the total SKU count close to 1,000 products.
Kantar data released today shows Asda is continuing to struggle, with its market share falling from 13.7% to 12.6% over the year after a 5.1% fall in sales.
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