Asda unveils new Exceptional range in premium packaging

Asda has introduced Exceptional by Asda, a new premium own-brand range, featuring 'distinctly premium' packaging.

The new range, designed to elevate Asda’s premium tier offering, boasts a sophisticated packaging design with an emerald green and gold colour palette. This premium look is intended to reflect the high quality of the products within the range.

Exceptional by Asda aims to champion taste and quality, with over 500 products set to be launched across multiple categories in the coming months.

Each product combines top-quality ingredients, flavors, and recipes curated by experts, offering a variety of mouth-watering options and everyday treats, each with its own unique story.

The first products from the new range are now available on shelves, showcasing not only their premium packaging but also an elevated product offering.

Asda seeks to surprise and inspire customers with products that celebrate the best of own-brand quality, exceptional ingredients, and outstanding taste.

Sam Dickson, VP Commercial Strategy, Own Brand, at Asda, 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.