Asda has launched a premium own-brand to elevate its high-end offering with over 500 new products.

The ‘Exceptional by Asda’ range will initially roll out with over 70 core chilled products landing in stores between now and 8 June, with hero lines including burrata, petit liverot cheese, a chaat masala potato salad and double stuffed Halkadiki olives.

It comes in a premium packaging design with an emerald green and gold colour palette, which keeps in theme with the supermarket’s new dark green brand identity, which it first unveiled last week.

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It comes as the grocer 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.

The launch of Exceptional marks the next step in the retailer’s journey and forms part of its broader strategy to overhaul its own-brand offering.

Asda VP commercial strategy for own brand Sam Dickson 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.”