UK retailer Asda has launched its premium own-label food range outside its domestic market for the first time.

Asda has rolled out a slew of Extra Special products into 40 stores in Mexico, outlets owned by the company’s parent Wal-Mart.

Asda told just-food today (6 August) that the existing range included “traditional English products” like marmalades, jam and fudge. The company plans to double the range on sale in Mexico to meet demand.

There are also plans to roll out the Extra Special range into Japan, where Wal-Mart owns a majority stake in local retailer Seiyu.