Asda Introduces New Premium Own-Brand
Asda is seeking to elevate its premium tier offering with the launch of a new own-brand called ‘Exceptional’.
The supermarket stated that the new premium range champions taste whilst providing shoppers with the “very best quality” ingredients. It will roll out across multiple categories over the coming months, covering more than 500 products.
The first Exceptional products have started landing on shelves, with a premium packaging design based around a green and gold colour palette. The rollout has begun with over 70 core chilled products, with lines including Exceptional Burrata, Exceptional Petit Liverot, Exceptional Chaat Masala Potato Salad, and Exceptional Double Stuffed Halkadiki Olives.
Asda noted that it has invested over £170m in several initiatives to improve its own-label range over the last three years, including the launch of the ‘Just Essentials’ offer in 2022, the Asda Bakery refresh in 2023, and the launch of new sub-brands ‘Bistro’ and ‘Bom Bahia’.
The retailer has also rolled out more than 4,500 new or improved products during this time, alongside its most recent M&S Taste Match campaign.
Asda stated that the launch of the Exceptional range was the next step in its strategy to overhaul its own-label range and offer shoppers “fantastic tasting products at affordable prices”.
Sam Dickson, VP Commercial Strategy, Own Brand, at Asda, commented: “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.”
Asda already has a premium range called Extra Special, but it did not say whether the Exceptional launch would affect this.
NamNews Implications:
* Over now to the consumer-shopper to determine whether the price/quality package is equal to branded equivalents…
* …or is near enough to ensure repeat purchase.
* (Expecting shoppers to compare produce with rival’s own label equivalents may prove to be too big an ask?)
#OwnLabel
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