Asda has invested £19.5m into a complete overhaul of it’s own-label meal solutions range, which has introduced a variety of new dishes at a discounted price.
According to the supermarket chain, the move aims to improve quality perceptions and drive growth within Asda’s own-label category.
The range will see 300 new and improved lines, as well as the introduction of four exciting sub-brands designed to provide restaurant quality meals at home – without the price tag or lengthy recipe.
The first brand is Bom Bahia – which was first launched onto shelves earlier this month – a premium Indian offering dishes created using authentic cooking methods and traditional recipes, such as Slow Cooked Beef Madras and a Black Dal.
Secondly, there is House of Yum, an elevated pan-Asian offering designed as the perfect ‘fakeaway option’ with Char Siu Pork, Slow Cooked Beef Massaman and Jasmine Sticky Rice and more.
Next is Bistro, a range providing a full selection of starters, mains, sides and deserts and is designed to meet the ‘dine-in’ customer experience, including dishes such as Luxury Fish Pie, Tripple Cooked Chips and Tiramisu Cups.
Lastly is Takeout Club – a strong rival to any pizza takeaway chain, including key lines like stuffed crust pizzas, garlic and herb dip, chicken kickers and cookie dough dessert.
As part of the reset, the retailer will also be introducing additional meal deals and offers exclusive items combinations from the new ranges to entice shoppers.
Asda’s meal solutions are available in-store now, with sub-brand prices starting from £2.50.
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The news comes as Asda revealed that it is cutting the price of 232 branded and own-label products, in its latest efforts to support shoppers amid the cost-of-living crisis.
Asda’s vice president of own-brand, commercial strategy and operations, Sam Dickson commented: “We know that households are facing tighter budgets and as a result they’re being forced to cut back on eating out and ordering takeaways, so we wanted to bring an offering to the table that meant people could enjoy restaurant-quality food, at home, free of fuss or expense.
“We worked really hard while developing this range to push ourselves and benchmark the products outside of our traditional competitor set.
“Instead, we pushed ourselves to develop quality, tasty products that would give restaurants and takeaway chains a run for their money,” he added.
