# Sophisticated Supermarket Sub-Brands Asda Unveils its 'Exceptional' Brand for High-End Shoppers By Kanesa D | Published 2024-05-23 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/exceptional References: [retailgazette](https://www.retailgazette.co.uk/blog/2024/05/asda-exceptional-premium/) & [asda](http://asda.com)  Asda has announced the introduction of ‘Exceptional by Asda,’ a [new own-brand line](https://www.trendhunter.com/trends/kroger-3) designed to enhance the supermarket's [premium tier offering](https://www.trendhunter.com/trends/sainsburys-the-edit). The collection will eventually encompass over 500 products, each carefully curated to meet the highest standards of quality and innovation. Asda has invested significantly in the [packaging design](https://www.trendhunter.com/trends/higgidy) for this new range, opting for a sophisticated emerald green and gold color palette. This design choice reflects the premium nature of the products and aims to attract and delight customers with its elegant and luxurious aesthetic. Beyond the visually appealing packaging, 'Exceptional by Asda' emphasizes an elevated product offering. The supermarket has focused on creating items that surprise and inspire, aiming to provide an exceptional shopping experience. Interested consumers can purchase 'Exceptional by Asda' across the brand's retail locations. Image Credit: Asda ## Trend Insights (Trend Hunter) - Score: 2.2/10 - Popularity: 15% | Activity: 26% | Freshness: 24% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) ## Key Themes ### Key Themes Behind This Trend - **Premium Supermarket Sub-brands:** Supermarkets are introducing high-end sub-brands to appeal to affluent consumers seeking luxury within everyday shopping experiences. - **Sophisticated Product Packaging:** Enhanced packaging designs using luxurious color schemes are being adopted to signify premium quality and differentiate from standard product lines. - **Curated High-quality Goods:** Retailers are focusing on curated selections of products that promise superior quality and a refined shopping experience. ### Where This Applies - **Grocery Retail:** The grocery retail industry is evolving with the launch of premium sub-brands to cater to discerning consumers. - **Packaging Design:** Innovations in packaging design are becoming pivotal in conveying product quality and attracting upscale shoppers. - **Consumer Goods:** The consumer goods sector is seeing a shift towards high-quality, meticulously curated selections to enhance brand prestige. ## Related on Trend Hunter - [Elevated Private Food Ranges](https://www.trendhunter.com/trends/bettergoods.md) - [Globally-Inspired Ready-to-Eat Foods](https://www.trendhunter.com/trends/asda-foodtogo-range.md) - [Accessible Luxury Easter Chocolates](https://www.trendhunter.com/trends/asda-exceptional-chocolate-egg.md) - [Private Label Gift Ranges](https://www.trendhunter.com/trends/gifting-range.md) - [Seasonal Grocery Aisle Launches](https://www.trendhunter.com/trends/taste-the-difference.md) - [Flagship Private Label Redesigns](https://www.trendhunter.com/trends/walmart-great-value.md) - [Dubai Chocolate-Inspired Liqueurs](https://www.trendhunter.com/trends/pistachio-milk-chocolate-cream-liqueur.md) - [Affordable Off-Brand Products](https://www.trendhunter.com/trends/unitas.md) - [Movie-Themed Grocery Store Experiences](https://www.trendhunter.com/trends/asda-and-wicked.md)