Asda is rolling out two new premium Indian ready meal ranges in response to growing demand from consumers for a wider selection.
To help shoppers escape this culinary rut, the supermarket chain has launched Bom Bahia and House of Yum, both premium Indian and Pan Asian ranges (RRP £2.50), providing restaurant-quality meals without the hassle of cooking or spending takeaway prices.
The launches are part of a total makeover of the Asda meal solution range, with over 300 new and improved lines launching across all cuisines.
It comes as Asda has discovered that more than a third (37%) of Brits are only cooking their favourite cuisine at home once a week and almost a fifth (17%) say they never do.
Asda’s research shows just under half (42%) of Brits are bored with their weeknight meals and the majority (54%) rotate a set of recipes each week.
The reasons cited for not cooking favourite cuisines more at home include thinking a restaurant or takeaway version will taste better (37%) and it being too expensive to buy all the ingredients to cook them (22%).
But despite Brits feeling their at-home renditions won’t live up to those at a restaurant, nearly a quarter of people (25%) never visit restaurants that serve their favourite dishes and nearly a third only do once a month (32%), claiming it’s simply too expensive (67%).
In August, Asda launched a new scratch-cooking range that includes over 130 pre-prepared ingredients and more than 40 brand-new products.
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Senior director for new product development at Asda, Linsey Taylor said: “Both the Bom Bahia and House of Yum form part of a new, wider meal solution range designed to inspire and delight time-poor Brits seeking flavoursome weekday meals.
“Their release follows a multi-million-pound investment and refresh to improve the quality and variety of convenient pre-prepared meals, as we believe that everyone deserves to enjoy restaurant-quality food, at home, free of fuss or expense.”
The news comes as Asda is cutting the price of 232 branded and own-label products in its latest efforts to support shoppers amid the cost-of-living crisis.
