Asda’s award-winning cheese range is ‘proving that customers don't have to compromise on quality to enjoy exceptional cheeses at great value’

Asda’s expanded Exceptional cheese range has impressed judges at the International Cheese & Dairy Awards, collecting a total of 19 Gold, Silver and Bronze awards.

Matt Forde, Asda’s Product Development Manager for Cheese, says his priority is to provide exceptional quality at great value for money.

He said: “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 twelve new cheese products into our Exceptional range.

“The launch allows 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. Whether it’s for daring cheeseboards or elevated mealtimes, there’s classic staples in there too, which we know customers will be reaching for.

"We're incredibly proud to have recently received 19 awards at the International Cheese & Dairy Awards, including five Gold and six Silver medals. These accolades are a testament to the quality and craftsmanship behind the range, proving that customers don't have to compromise on quality to enjoy exceptional cheeses at great value."

Asda’s award wins at the International Cheese & Dairy Awards included:

🥇 Gold (5)

• Best Retailer Roquefort Blue Cheese – Exceptional by Asda Roquefort 100g Asda.com

• Best Retailer French Ossau Iraty (Sheep’s Milk) – Exceptional by Asda Ossau Iraty 180g Asda.com

• Best Retailer French Brie (Pasteurised) – Exceptional by Asda Triple Crème Brie 125g Asda.com

• Best Retailer PDO Halloumi (Cooked) – Exceptional by Asda Traditional Halloumi 225g Asda.com

• Best Retailer Savoury Blended Cheese – Asda British Red Leicester with Geeta’s Mango Chutney & Chilli 200g Asda.com

🥈 Silver (6)

• Best Retailer Creamy or Matured Lancashire – Exceptional by Asda Trotter Hill Lancashire Cheese 200g Asda.com

• Best Retailer Red Leicester – Exceptional by Asda Vintage Red Fox 200g Asda.com

• Best Retailer UK Regional Blue Cheese (Not Stilton) – Exceptional by Asda Stratford Blue 150g Asda.com

• Best Retailer Unpasteurised Brie – Exceptional by Asda Brie De Gillard 175g Asda.com

• Best Retailer Parmigiano Reggiano PDO – Exceptional by Asda Parmigiano Reggiano DOP 170g Asda.com ·Best Retailer Naturally Smoked Cheese – Exceptional by Asda Smoked Vintage Red Fox 200g Asda.com

There’s a total of 26 items in Asda's Exceptional cheese range, featuring cheeses from eight European countries. See the Exceptional by Asda range here on Asda.com

Asda commercial senior director Rebecca Stanton posted on LinkedIn to celebrate the award wins. She posted: “Celebrating the amazing achievement of the Asda Cheese team is a must 🙌🏽😀 This week saw the team bag a total of 19 individual awards for our incredible cheese range at The International Cheese & Dairy awards … With an overall win on Sheep’s cheese retailer of the year to round things off 💪🏽🙌🏽🤯 Trust me, this is just the start 📈 – there is so much more to come!”

In a review of the Exceptional by Asda range in the Daily Express, lifestyle reporter Chloe Dobinson called the Exceptional by Asda AOP Ossau-Iraty "sublime". She wrote: "Upon tasting, there are sweet and nutty notes. Yet again, for the price, you don't need to eat much because it is packed full of flavour. This, for me, was the highlight of the cheese range. Despite an 180g block costing £4.25, it lives up to the "Exceptional" name and goes a long way in terms of taste. Something of which, I would definitely buy again."

And Liverpool Echo reporter Ellen Jenne sampled some of the Exceptional by Asda cheeses at Asda's Christmas showcase event. She wrote: "Asda's star performers are arguably its cheese selections, which for the first time are being offered as part of its gifting collection. The supermarket caters for all tastes, whether you prefer soft, creamy, hard or strong cheese; there's certainly no shortage of options.

"Choosing a cheese is rather like picking a favourite child; tricky, unjust, and frankly quite cruel. Top picks include the Exceptional Smoked Vintage Fox, ideal for those who enjoy that mouth-watering sensation that leaves you wanting more."

Customers are beginning to post about Asda’s Exceptional cheeses on social media.

A post on the Snack Reviews Facebook group – a community of 550,000 members – said: “If you love Camembert then you need to try the Exceptional Pays D'auge Camembert that is now available at ASDA."

And a post in the Supermarket Deals To Save You Money Facebook group (550,000 members) shared pictures of the Exceptional by Asda Trotter Hill Lancashire Cheese and Exceptional by Asda Ossau-Iraty, captioned: “New Cheese seen at ASDA. who's tried these??”

Another post in the Snack Reviews Facebook group described the Exceptional by Asda Smoked Vintage Red Fox Cheese as “smoky with an unexpected crunch”.

It’s not just Asda’s Exceptional range getting people talking. The Guardian posted on Facebook about cottage cheese "having a moment" on social media.

The article linked to from the post rates a range of supermarket cottage cheeses – including Asda's own-brand which they've awarded best bargain cottage cheese. Their verdict of Asda’s cottage cheese: "Very creamy, extra-large, super-soft curds. Made with British milk and salt. Wonderfully silky and soft with a rich, creamy quality and classic sour edge. Protein content 9.1%."