The ASDA Exceptional cheese range has been expanded by the brand to build on the popularity of its private label dairy products and speak to increased consumer interest in artisanal cheeses for an accessible price point.
The range now features 12 new SKUs including Triple Creme Brie, Bleu D'Affinois and Old Amsterdam Mature Gouda, which are priced from £3.12 to £4.25. The private label cheeses build on the brand's success in the category, especially after receiving 19 awards at the International Cheese & Dairy Awards. The new additions to the ASDA Exceptional cheese range are arriving at the perfect time to coincide with the summer entertaining season when consumers are increasingly seeking out affordable luxury items as they spend more time dining at home due to cost of living concerns.
Artisanal Private Label Cheeses
The ASDA Exceptional Cheese Range Has 12 New SKUs
Trend Themes
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Affordable Artisanal Foods — Premium-style grocery products at accessible prices are reshaping how consumers experience indulgence during tighter household spending periods.
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Private-label Premiumization — Retail-owned brands are moving beyond value positioning by offering award-winning, specialty products that compete directly with established premium labels.
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At-home Entertaining Upgrades — Consumer interest in elevated dining experiences at home is creating space for accessible luxury products tailored to seasonal gatherings and social occasions.
Industry Implications
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Grocery Retail — Supermarkets are strengthening differentiation through expanded private-label assortments that blend quality cues, affordability, and exclusive product discovery.
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Dairy Products — Cheese producers and retailers are finding growth in specialty formats that deliver artisanal flavor profiles without the traditional premium price barrier.
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Food and Beverage — The broader market is being influenced by consumers seeking small indulgences that make everyday meals and home-hosted occasions feel more refined.