Asda has extended its ‘Exceptional by Asda’ range with over 400 new products in the run-up to Christmas.

The supermarket giant is doubling its selection of premium-range products just months after it launched in May.

The range launched with an initial 70 chilled products, packaged in a distinctive green and gold design, in theme with the supermarket’s new dark green brand identity,

Asda has reported that sales from the Exceptional range are up 98%, and popular products including scotch eggs, quiche lorraine and black cherry yoghurt.

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As part of its new range expansion, the grocery retailer is set to roll out over 100 Exceptional festive products across a variety of categories in the coming weeks – including meat, fish, poultry and bakery lines created especially for the Christmas season.

Chief customer officer David Hills said: “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.

“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.”