Vintage Cheddar & Caramelised Shallot quiches in gold and green packaging

Source: Asda

Asda has unveiled a premium own-label brand called ‘Exceptional by Asda’ in a bid to elevate its offering.

Sausage rolls and quiches are among the goods to hit shelves as part of the first wave of 70 items, with over 500 due to be rolled out in due course. This will include more bakery lines later in the year.

Asda described the range as having a ‘distinctly premium packaging design’ with an emerald green and gold colour palette, backed up by an ‘elevated product offering’ said to focus on ‘surprising and inspiring’ customers which celebrate the very best of own label.

The chilled items, which are available in Asda stores and online now, include:

  • Hog Roast & Bramley Apple Rolls
  • Cheddar & Shallot Rolls
  • Pork Sausage Rolls
  • Pork & Pancetta Rolls
  • Oak Smoked Bacon Quiche Lorraine
  • Ham Hock, Vintage Cheddar & Leek Quiche
  • Wensleydale, Petit Pois & Red Pepper Quiche

Other items, away from the bakery realm, include potato salad, harissa giant couscous, cheese coleslaw, olives, burrata, and beetroot dip.

“The launch of our new premium brand, Exceptional, marks an exciting time for Asda’s own-brand offering,” said Sam Dickson, VP commercial strategy for own brand at Asda. “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.”

It is the latest overhaul of Asda’s own-label lines as the retailer has invested more than £170m and launched 4,500 new or improved products over the past three years. This included the launch of the Just Essentials range and The Bakery at Asda refresh.

The latter, which followed major changes to the way its in-store bakeries operate, saw the supermarket benchmark its entire bakery range against the competition with products such as the Extra Special Seeded Sourdough Boule and Lemon Drizzle Cake introduced. Pistachio croissants are the latest item to be added to its in-store bakeries, boosting its 10-strong own-label croissant range which includes Almond, Raspberry, Hazelnut, and Lotus Biscoff variants.