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 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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