Grocer Asda has today launched its new premium, own-brand Exceptional by Asda range, which it said is set to “elevate” its premium-tier offering.


The new Exceptional range is the latest in Asda’s £170m product  investment since 2022

Launching across multiple categories over the coming months, Asda said the new premium range comprises 500 products combining “the best quality ingredients, flavours and recipes curated by experts; across a wide range of mouth-watering products and everyday treats – each with its own story to tell”.

The rollout of the range begins with 70 core chilled products landing on Asda shelves between now and June 8, with lines including: Exceptional Burrata, Exception Petit Livarot, Exceptional Chaat Masala Potato Salad and Exceptional Double Stuffed Halkidiki Olives.

Asda said the launch of Exceptional is “the next step” on its investment journey into own-brand products, having invested over £170m into these ranges since 2022.

VP of commercial strategy, own brand at Asda, 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.”