Asda is doubling its ‘Exceptional by Asda’ range with over 400 new products, preparing for the festive season.
- Launched initially with 70 chilled products, the range has been a success, boasting a 98% sales increase.
- New festive offerings will include a variety of categories like meat, fish, and bakery items.
- Chief customer officer David Hills emphasises quality and affordability in product development.
- The new products aim to deliver a sense of luxury while retaining Asda’s commitment to value.
Asda has announced the expansion of its ‘Exceptional by Asda’ range, introducing over 400 new products in preparation for the festive season. This move follows the successful launch of the range in May, which initially included 70 chilled products. Packaged in a distinctive green and gold design, the initial launch matched the supermarket’s new dark green brand identity.
The sales performance of the Exceptional range has been remarkable, with a reported increase of 98%. Popular items such as scotch eggs, quiche lorraine, and black cherry yoghurt have contributed significantly to this growth.
In the coming weeks, Asda will unveil more than 100 festive products under this premium range. These products will encompass various categories, including meat, fish, poultry, and bakery items, designed specifically for the Christmas season.
David Hills, Asda’s chief customer officer, highlighted the focus on quality and price in developing these products. He mentioned that the range aims to offer “accessible indulgence,” providing food and drink that feel luxurious but maintain Asda’s commitment to value.
In conclusion, the expanded Exceptional range signifies Asda’s strategic approach to combining quality and affordability, making luxury accessible for the festive period.
Asda’s expansion of its Exceptional range underscores its strategy to offer premium quality at accessible prices, just in time for the festive season.
