Asda has unveiled its latest innovation in the world of grocery shopping with the introduction of **Exceptional by Asda**, a premium own-brand range. This new collection is characterized by its distinctly premium packaging, designed to elevate the brand's premium tier offerings. 

The Exceptional by Asda range is presented in sophisticated packaging that features a striking emerald green and gold color palette. This luxurious design is a testament to the high quality of the products within the range, ensuring that customers can enjoy a sense of indulgence with every purchase.

Exceptional by Asda aims to be a champion of taste and quality, with over 500 products planned for release across various categories in the upcoming months. Each product in this range is crafted with top-quality ingredients and flavors, and the recipes have been meticulously curated by experts. This approach ensures that every item offers a mouth-watering experience, turning everyday treats into gourmet delights, each with its unique story.

The first products from this new range are already available on store shelves. They not only showcase their premium packaging but also an elevated product offering that is sure to delight customers. Asda seeks to surprise and inspire with products that highlight the best of own-brand quality, exceptional ingredients, and outstanding taste.

Sam Dickson, VP Commercial Strategy, Own Brand, at Asda, expressed his enthusiasm for the new range. "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," Dickson continued. "We’ve developed a range that 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."

Exceptional by Asda is poised to redefine the perception of own-brand products by delivering high-quality, taste-focused items that customers can be proud to serve. Whether you're looking to indulge in a gourmet meal or simply seeking quality ingredients for your daily needs, this new range promises to elevate your shopping experience and delight your taste buds.