Asda has expanded its Exceptional cheese range with 12 new lines, taking the range to 26 products sourced from across eight European countries.
Among the new arrivals are an AOP Ossau Iraty (£4.25/180g) and a Cave Aged Goats Cheese (£3.87/170g), alongside a Burrata (£3.14/280g), a Triple Crème Brie (£3.12/125g), Old Amsterdam Mature Gouda (£4.25/150g) and Bleu d’Affinois (£3.80/180g).
The launch comes in the wake of the retailer’s success at the International Cheese & Dairy Awards, where the Exceptional range secured 19 awards – five Gold, six Silver and eight Bronze.
The retailer said the move tapped into trends affecting “affordable luxury” and “relaxed entertaining at home”.
Asda product development manager for cheese Matt Forde said the cheeses allowed “shoppers to experiment with different flavours and textures”.
“From soft to hard, smoked to blue and territorial cheeses, we have something for everyone’s taste in the range,” he said. “Whether it’s for daring cheeseboards or elevated mealtimes, there’s classic staples in there too, which we know customers will be reaching for this summer and beyond.”
Pointing to Asda’s haul of accolades from the International Cheese & Dairy Awards, Forde said they were “testament to the quality and craftsmanship behind the range” and proved that shoppers “don’t have to compromise on quality to enjoy exceptional cheeses at great value”.
“We knew our customers wanted more variety within the premium cheese category, to bring tasting experiences such as ‘cheese trolleys’ and ‘pairings’ home, but for the fraction of the price, so we’re delighted to bring 12 new cheese products into our Exceptional range,” Forde added.
No comments yet