Asda
Range: Extra Special | Launched: 2000 | No. of SKUs now: 724 | How has it evolved? Extra Special is continually evolving. In 2009, Asda switched its ivory packaging for purple. The supermarket then expanded the premium range in 2010, and two years later unveiled another revamp after partnering with Leiths School of Food & Wine, which boosted the size of its Extra Special range by 25% compared with 2011. In 2016, Asda launched another phase of its own-label revamp with new products and a design makeover for its spirits range to draw attention to the offering’s high quality.