Shoppers rush to major UK supermarket as ‘premium own-brand’ range launched with over 500 products hitting the shelves
SHOPPERS are racing to a major supermarket chain after they revealed that more than 500 premium products are hitting their shelves.
Today Asda announced the launch of “Exceptional by Asda”, which sees new luxury items land on their shelves across the UK.
All categories will see new premium products added to their inventory in the coming months.
More than 500 items will be included in the range, which is reported to “provide shoppers with the very best quality”.
With the help of experts, they’ve added new ingredients, flavours and recipes across their products, according to the supermarket chain.
Fans of the discount retailer can expect more than “70 Core Chilled” products to arrive on the shelves between now and June 8.
Luxurious “Double Stuffed Haladiki Olives” along with “Exceptional Burrata” are just a few of Asda’s new items which are set to be favourite among shoppers.
The first rollout of premium products has already hit the stores.
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.
Their new “Exceptional” range will offer customers the opportunity to purchase high-quality products at an affordable price, according to Asda.
Sam Dickson, VP Commercial Strategy, Own Brand, at 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.”
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.