Supermarket Asda is to relaunchthe whole of its Extra Special premium range, across all categories, over the next few weeks.

The brand has been given a "more modern" look, and over 300 new products are being added to the range, bringing Asda’s total number of Extra Special lines to over 750.

A new-look Extra Special bread and cakes range was introduced in stores last week as the roll-out began, bakery director Huw Edwards told British Baker.

Edwards said: "We are making a big splash on organic and Extra Special, as hero categories. We’ve got some really great products, mainly different products from the same suppliers as before. There are some really delicious lines in there, such as new really rich Bakewell tarts."

The new range also includes Extra Special chocolate muffins, with 80% more chocolate than before, and very berry muffins with 40% more fruit, he said.

Asda has redesigned packaging for the range, introducing a new strapline ’Loving Food at Asda’. A sideways ’E’ on the new cream-coloured Extra Special logo is shaped like a heart. The Extra Special products went into store alongside a revamped organic bakery range, with 19 lines merchandised in a dedicated bay in the bakery area.

Edwards commented: "We are launching various branded organic products alongside an Extra Special organic range. We plan to move branded organic lines to own-label Asda in future."

Asda’s Extra Special line includes Honey and Sunflower Seed Bagels (at 98p for a four-pack), Extra Special Toffee and Apple loaf (340g) at £1.98 and Extra Special Sticky toffee pudding (400g) at £2.48.

Asda is the latest supermarket to relaunch its premium range. Last week, Sainsbury’s told British Baker it was relaunching its 1,200 Taste The Difference lines, including bread and cakes, with a new logo and "clean" ingredients (British Baker, 22 September, pg 4).