ASDA High Bran

ASDA High Bran is a private-label breakfast cereal produced for the British supermarket chain ASDA. It is specifically designed as a high-fiber dietary option, often compared to national brands like Kellogg's All-Bran. The cereal is primarily manufactured within the United Kingdom to serve the domestic retail market.

ASDA was originally founded in the 1960s in West Yorkshire, England, through the merger of the Asquith family's butcher business and Associated Dairies. While the brand has undergone various ownership changes over the decades, it remains one of the largest grocers in the UK.

Following a period of ownership by the American retail giant Walmart, ASDA was acquired by the Issa brothers and TDR Capital. As of 2024 and beyond, the ultimate ownership structure is centered around the Issa brothers and TDR Capital, with the company headquartered in Leeds, West Yorkshire. This cereal remains a core part of their own-brand health-conscious food range.