SHOPPERS are racing to a major supermarket chain after they revealed that more than 500 up-market products are hitting its shelves.
Today Asda announced the launch of “Exceptional by Asda”, which is a new premium range.
With the help of experts, they’ve added new ingredients, flavours and recipes across their products, according to the supermarket chain.
Items include new double stuffed Halkidiki olives and burrata.
Asda shoppers can locate them easily with their new distinct packaging, which features an emerald green and gold coloured palette.
The new scheme is designed to prioritise better ingredients and taste, the discount chain claimed.
The last three years have seen the supermarket invest more than £170million to improve the range and quality of its products.
The investment has seen Asda launch three different initiatives including new sub-brands, Bistro and Bom Bahia.
The supermarket has also added 4,500 new or improved items to their shelves, in that time.
Sam Dickson, from Asda, 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.
“The launch of our new premium brand, Exceptional, marks an exciting time for Asda’s own-brand offering.
“We’ve developed a range which 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.”
The Sun has asked Asda if this range replaces it’s Extra Special line and we will update this story once we have a comment.
How does the new range fix up?
The new Exceptional by Asda range might promise better quality, but with other costs still high for households, you might be wondering how it compares to other retailer’s.
Its 150g pack of Italian Queen Nocellara Olives costs £1.80 per 100g but Tesco is selling a 200g jar for £1.23p per 100g.
Sainsbury’s also stocks a 290g jar for 97p per 100g.
However, Asda is also selling a 230g Moroccan style harissa giant cous cous for 91p per 100g while Sainsbury’s similar version is £1.35 per 100g, without a Nectar Card.
Asda’s new gourmet extra mature cheddar coleslaw costs £2 for 300g – 67p per 100g.
And it’s cheaper than Sainsbury’s Taste the Difference 300g tub – which costs £2.25.
It comes after shoppers were left gutted after Asda discontinued its “best curry”.
And this major supermarket is set to bring back its bargain-free food deal loved by parents.
Why do shops discontinue items?
RETAILERS often axe products from shelves. Here's why...
It’s common for supermarket chains and other retailers to axe products from their shelves or online to keep up with customer demand.
They often switch up their product offering depending on the time of year or seasonal celebrations too.
Retailers may also discontinue popular items as they shift their focus to a different customer demographic.
Chains sometimes axe products if they are suffering supply chain issues, such as sourcing materials, or if there are transportation problems.
Items are also sometimes discontinued if there were issues in the production process, such as materials getting inside packaging which could harm buyers.