British supermarket chain Asda is increasing its premium tier offering with the launch of a new premium own-brand, Exceptional.  

Available to purchase in-store and online, the new range is set to feature more than 500 products. 

The retailer will introduce the brand across multiple categories, with more than 70 core chilled products to be rolled out in stores up to 8 June 2024. 

The first Exceptional by Asda products are already available on shelf and are packaged distinctly, featuring an emerald green and gold colour palette. 

Since 2021 the company has undertaken multiple initiatives to improve its own-brand products offering, investing £170m.  

Asda own brand vice-president of commercial strategy Sam Dickson 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.” 

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The company has also announced the launch of Welsh milk, sourced, processed and packed within Wales, and is the first retailer to make this offer. 

From 29 May 2024, customers at 38 local Asda Stores in Wales will have access to this locally sourced product.  

The supermarket chain will offer Welsh milk options including whole, semi-skimmed and skimmed.

The introduction of Welsh milk reflects Asda’s commitment to supporting local farmers and the Pembrokeshire Creamery, a new processing facility in Haverfordwest. 

It underscores the retailer’s ongoing dedication to local sourcing and its responsiveness to customer preferences, supports local farmers and promotes local production. 

Asda senior director for food buying Jenny Cannon stated: “After months of planning, we are really excited to finally see Welsh milk that is sourced, processed and packed in Wales land on the shelves of our stores.  

“Not only does this showcase our dedication to supporting local farmers and producers but also allows our customers to enjoy the exceptional taste of milk that’s been processed on their doorstep. We have a strong heritage of supporting numerous local suppliers in Wales, and we are proud to continue our contribution to the growth and future of the Welsh dairy industry.” 

Asda recently introduced its new brand identity through its 2024 campaign, “Serious About Summer”.