Asda presents new premium own-brand

Exceptional by Asda is set to elevate the retailer’s premium tier offering with over 500 products to be included.

Asda has announced the launch of Exceptional by Asda, its new, premium, own-brand that aims to elevate the supermarket’s premium tier offering.

The sophisticated brand looks to champion taste whilst providing shoppers with high quality and will be launched across multiple categories over the coming months. With over 500 products set to be included in the range, it combines quality ingredients, flavors, and recipes curated by experts.

The first products are available now and include a distinct packaging design, with an emerald green and gold color palette.

"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,” said Sam Dickson, VP Commercial Strategy, Own Brand, at Asda.

The chain has invested over £170m in several initiatives to improve the range and quality of its own-brand products over the last three years. This includes the launch of Just Essentials in 2022, the Asda Bakery refresh in 2023 and the launch of new sub-brands Bistro and Bom Bahia.