Asda is setting its sights on tempting value-loving foodies into its stores in the run up to Christmas by doubling the size of its new ‘Exceptional by Asda’ range – with over 400 new top tier products landing on its shelves.
With the first products hitting the supermarkets’ shelves back in May, this exciting new range has already wooed customers with its teal and gold packaging and focus on premium ingredients sourced from expert producers and suppliers. Initial sales of the range are strong – since Exceptional by Asda launched in chilled categories in May, sales of Asda’s premium offering are up 98% YOY, with customers loving Exceptional Scotch Eggs, Quiche Lorraine and Black Cherry Yoghurt in particular.
And with less than 80 days until Christmas, the supermarket is set to roll out over 100 ‘Exceptional by Asda’ festive products across a range of categories in the coming weeks – including meat, fish, poultry and bakery lines created especially for the festive season.
From hand finished cakes to melt in the mouth meat joints, the expansion of the ‘Exceptional by Asda’ range is the result of hundreds of hours of research by Asda’s team of in-house chefs and developers, as well as a painstaking search for expert producers and suppliers that stretches from Yorkshire across France and into Italy.
As well as expert producers, the range has also been inspired by current restaurant trends – such as hot honey, which has taken the culinary world by storm this year and been brought to life through ‘Fig, Whisky and Spiced Honey’, which runs across multiple lines. Just some of the products available are; Exceptional Fig, Whisky & Spicy Honey Mince Pies, Exceptional Lightly Smoked Salmon Plait with Figs and a Spiced Honey and Whisky Glaze, and Exceptional Welsh Lamb Shoulder with Fig, Whisky & Spiced Honey Stuffing.
Another range stand-out – and sure to be hugely popular with customers – are the new Exceptional Steaks. They’re only sold by the ounce (8, 10 and 11), and only in prime cuts, to recreate that steakhouse experience.
Recognising that many customers are time poor and juggling busy work and home lives, convenience plays a big part in the range – and the Exceptional Ultimate Pork Crackling Joint is a prime example. It’s pre-scored, salted and left to marinate, and also comes with a rich jus which can be enhanced with the pork juices for a homemade-style gravy with less of the hassle. Equally, the Exceptional Thick Cut Pork Chops are accompanied by basting butters which add moisture and flavour to the final product – one using Café de Paris herbs in a nod to classic French cooking styles.
There’s also plenty on offer for those with a sweet tooth and lovers of social media food trends. Asda’s pistachio croissant gained viral popularity online earlier in 2024 and it makes a stunning return in the form of the Exceptional Raspberry Pistachio Sourdough Doughnut – paired with a fruity raspberry filling for a sophisticated flavour combination.
David Hills, chief customer officer at Asda, said; said; “Offering our customers great quality and great tasting food at incredibly low prices has been front and centre in every part of the development of the Exceptional range – from sourcing the best ingredients and suppliers right through to the new deep green and gold packaging.
“Whilst this range is a genuine step on in our premium offer – it has also been developed with Asda’s relentless focus on price. The range is all about providing accessible indulgence. It’s food and drink that feels a little luxurious, but with the uncompromising value our customers expect from Asda.”
In 2025, an additional 500 products are set to be added to the Exceptional by Asda range, taking the total SKU count close to 1000 products in the retailer’s brand-new premium range.
