According to reports in the retail press, Asda expects to increase sales of its premium Extra Special private label by 25 per cent in the next two months.
The retailer will be adding 200 lines to the range by December and breaking through the £100 million sales barrier.
According to Extra Special brand manager Kate Richards, the brand was growing faster than any of the retailer's other own-labels and sales have climbed by 50 per cent in the past year.
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