Asda is gearing up for the festive season by significantly expanding its ‘Exceptional by Asda’ range, adding over 400 new premium products.
- The new additions nearly double the range, which initially launched in May with 70 chilled offerings.
- Sales from the Exceptional range have surged by 98%, indicating strong customer demand for premium products.
- The expansion includes over 100 products specifically designed for the Christmas season across multiple categories.
- Chief Customer Officer David Hills emphasizes focus on quality and affordability, highlighting the balance between luxury and value.
Asda is making a strategic move to boost its premium product offerings ahead of the festive season by expanding its ‘Exceptional by Asda’ range. This expansion, which features more than 400 new high-quality items, comes just months after the range’s initial launch in May, which featured 70 chilled products. The products, recognizable by their distinctive green and gold packaging, align with Asda’s refined brand identity.
The supermarket has reported a 98% increase in sales from the Exceptional range. This steep rise underscores a significant consumer appetite for premium products, such as black cherry yoghurt, quiche Lorraine, and scotch eggs, that offer a sense of indulgence.
As part of the range’s expansion, Asda is rolling out over 100 new festive items. These products span various categories, including specially crafted meat, fish, poultry, and bakery lines, tailored for the Christmas season. This move suggests a keen understanding of consumer desires for authentic and luxurious seasonal offerings.
David Hills, Asda’s Chief Customer Officer, articulated the company’s dedication to providing excellent quality products at competitive prices. He noted, “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.” Hills further emphasized the focus on accessible indulgence, stating that while the range marks a step up in Asda’s premium offerings, it remains committed to maintaining affordability.
Asda’s strategic expansion of its Exceptional range aligns with consumer trends towards premiumization, while maintaining a focus on value.
