Asda to relaunch premium foods
Asda is considering a rebrand of its Extra Special own-label premium food line to boost its sales.
The range is expected to relaunch in the spring under a new name and
with updated packaging.
Asda introduced its Extra Special brand in 2000 to offer a premium
own-label line that would complement its lower-priced Asda and Smart
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ranges. In 2004 the supermarket extended the brand into homeware.
The decision to revamp Extra Special follows similar initiatives by
Asda's competitors this year to overhaul their own-brand ranges.
Sainsbury's and Tesco have both announced they are rethinking their kids
ranges.
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