ASDA has announced the launch of a new ‘premium’ own-brand range in a ‘distinctly premium’ packaging design.
The supermarket explained that the new Exceptional by Asda range aims to ‘champion taste’ whilst providing shoppers with the ‘very best’ quality.
Packaged in a ‘sophisticated’ emerald green and gold colour palette, Asda explained that over 500 products will feature in the range with it aimed at ‘surprising’ and ‘inspiring’ customers with offerings that celebrate the very best of own-brand.
The launch comes following Asda investing over £170 million over the last three years in several initiatives to improve the range and quality of its own-brand products – with more than 4,500 new or improved own-brand products launched in that time.
Sam Dickson, VP of 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.”
