THAT'S THE CHEESE TROLLEY SORTED: Asda launches 12 new premium cheeses as Exceptional range scoops 19 industry awards
As lighter, warmer evenings usher in a season of alfresco gatherings and after-dinner cheeseboards, Asda is unveiling **12 NEW additions **to its Exceptional cheese range – bringing customers premium-quality cheeses at affordable prices this summer.
The launch follows the retailer’s major success at the International Cheese & Dairy Awards, where the range collected an impressive 19 awards across Gold, Silver and Bronze. The wins included the coveted Best Retailer of French Ossau-Iraty (Sheep's Milk) Gold accolade for Asda's NEW Exceptional by Asda Ossau-Iraty (£4.25/180g), and Best Retailer of French Brie for its NEW Exceptional by Asda Triple Crème Brie (£3.12/125g), further cementing the quality credentials of the range. In Silver, Asda was named Best Retailer of Red Leicester and Best Retailer of Parmigiano Reggiano PDO, amongst many other awards.
The new products complete Asda's 26-product Exceptional cheese range, featuring cheeses from eight European countries and offering customers award-winning options for every cheeseboard and dining occasion.
Tapping into **affordable luxury **and **relaxed entertaining at home **trends, Matt Forde, Asda’s Product Development Manager for Cheese, comments on the launch:
“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 its 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”.
"We're incredibly proud to have recently received 19 awards at the International Cheese & Dairy Awards, including 5 Gold and 6 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."
With the full range available in stores and online now, top NEW picks include:
Exceptional by Asda Triple Crème Brie (£3.12/125g) - A French, mould-ripened soft cheese enriched with cream for a delicate flavour. Recommended to pair with Exceptional By Asda Soave White Wine (£8.00) by Asda’s Wine Expert.
Exceptional By Asda Old Amsterdam Mature Gouda (£4.25/150g) – A Dutch, rich and full flavoured cheese, with slightly sweet caramel undertones. Recommended to pair with Exceptional By Asda Sicilian Reserve Red Wine (£9.00) by Asda’s Wine Expert.
Exceptional by Asda Bleu D'Affinois (£3.80/180g) - A French, soft and buttery cheese with a hint of blue, enriched with extra cream. Recommended to pair with Exceptional By Asda Vouvray Chenin Blanc White Wine (£9.00) by Asda’s Wine Expert.
Exceptional by Asda AOP Ossau-Iraty (£4.25/180g) - A French, 4 months matured Sheep’s Cheese from the Pyrenees Mountains, with sweet and nutty notes.
Exceptional By Asda Burrata (£3.14/280g) - An Italian, luxuriously rich hand filled mozzarella cheese with a lasting creamy taste.
Exceptional By Asda Cave Aged Goats Cheese (£3.87/170g) – An English gem from Dorset, a full fat, hard goat's cheese with complex and rounded nutty flavour.
Customers can discover Asda’s full Exceptional Cheese range, and find all products in stores nationwide or online now at Asda.com.