Asda has expanded its premium Exceptional cheese range with 12 new products, taking the private label collection to 26 cheeses sourced from eight European countries.
The new lines are now available in Asda stores across the UK and online. They include French, Dutch, Italian and British cheeses designed for cheeseboards, home entertaining and premium everyday meals.
Among the additions are Triple Crème Brie, Old Amsterdam Mature Gouda, Bleu d’Affinois, AOP Ossau-Iraty, Burrata and Cave Aged Goats Cheese. Prices range from £3.12 to £4.25 for the products highlighted by the retailer.
The launch follows Asda’s performance at the International Cheese & Dairy Awards, where its Exceptional cheese range received 19 awards, including five Gold and six Silver medals.
Its new Ossau-Iraty won the award for Best Retailer of French Ossau-Iraty, while the Triple Crème Brie was named Best Retailer of French Brie. Asda also received Silver recognition in categories including Red Leicester and Parmigiano Reggiano PDO.
The expanded range gives Asda a broader premium cheese offer across soft, hard, blue, smoked and territorial varieties. The retailer is also promoting selected cheeses alongside wines from its Exceptional range.
For the UK private label market, the launch shows how supermarkets are strengthening premium own-brand ranges to give shoppers more specialist products at prices below many delicatessen and branded alternatives.
The move also reflects wider competition among UK supermarkets to improve the quality and variety of their premium private label portfolios. Awards can help retailers build trust in own-brand products, particularly in categories where origin, production methods and flavour are important purchasing factors.
The full Exceptional cheese range is available in Asda stores nationwide and through the retailer’s website.
