- Almost all categories across the supermarket will be impacted, with product innovation and value-led deals hitting the shelves this week
- The retailer has also launched new Asda Rewards coupons linked to meat, fish, poultry, meat alternatives, and frozen purchases
Customers heading into Asda stores this week will notice an array of exciting new products hitting the shelves, as the retailer launches more than 400 new food and drink lines in one of its biggest product refreshes in recent years.
Landing across almost every aisle, from Frozen and Bakery to Produce, Meat and Food-To-Go, the major launch signals a bold new direction for Asda’s food proposition, with standout innovation and market-leading value at the forefront.
The huge rollout comes as the returning warmer weather drives demand for BBQ, picnic and alfresco dining favourites, with Asda doubling down on trend-led flavours and wallet-friendly deals designed to give customers more choice than ever before.
Alongside the launch, customers can also unlock additional savings through new Asda Rewards coupons across frozen and meat, fish, poultry and meat alternatives categories.
Premium meal deal launches at standout value
One of the biggest changes customers will notice is the expansion of Asda’s Food-To-Go range, bringing new deli-inspired sandwiches, generously filled wraps, hand-rolled sushi and premium salads to stores nationwide
Following the success of Asda’s £3.74 meal deal launch last year, the new premium meal deal is priced at just £5 for a premium main, snack and drink, rivalling comparable premium supermarket meal deals which can cost shoppers up to £6 elsewhere.
The range features 17 indulgent new mains, including the Exceptional Prosciutto Cotto and Milano Salami Focaccia, layered with Italian deli meats on soft rosemary and sea salt focaccia with rich pesto mayo, alongside the Exceptional Beef Birria Wrap with smoky British beef, crunchy salad and authentic birria dipping gravy.
BBQ
BBQ is a real focus for Asda this summer – American-style BBQ and smash burgers have become huge in recent years, with Google reporting a 119% year-on-year increase in searches*. To tap into this, Asda has introduced new protein options including lamb, chicken and salmon, giving customers more choice and more ways to enjoy the trend, whatever their taste.
Frozen gets one of its biggest refreshes in years
Customers shopping the frozen aisle at Asda this summer will see one of the biggest changes to the category in years, with a completely refreshed look and feel designed to make the aisle easier to shop and packed with far more choice.
The transformation includes clearer navigation and signage across freezers to help customers shop more easily and additional space dedicated to bestselling products to improve availability on the lines shoppers buy most. Asda is also launching more than 230 new frozen products, bringing a huge injection of innovation into the aisle and introducing new market-leading brands, including Crosta Mollica.
Joining the frozen line-up this week include the Melt in the Middle Burger range, available in Mexican Style and Chilli Cheese varieties (£4.26), as well as a trio of bold new chicken wing flavours, including Sticky Garlic & Italian Cheese, Sticky Hickory Smoked BBQ and Sticky Sriracha Hot Sauce wings (£3.87 each), all included in a 3 for £10 promotion.
Mediterranean-inspired tapas and picnic food takes centre stage
Bringing sunshine flavours to British summer dining, Asda has expanded its tapas and picnic collection, built around a 3 for £7 mix-and-match offer across more than 50 hot and cold sharing dishes.
Highlights include Bravas Chicken (£3.24), a protein-packed twist on the classic patatas bravas, alongside the Bolognese Arancini (£3.24), inspired by traditional Italian trattorias with a melting cheese centre.
Sweet treats
Not forgetting pudding, Asda is launching a first-to-market Jaffa Cake Cheesecake, a supermarket-first creation combining two iconic British favourites into one indulgent dessert, priced at just £4.92 (serves 6). The retailer is also introducing a new Exceptional Sicilian Lemon Meringue Ice Cream, made using British milk and eggs, with Sicilian lemon oil, lemon juice and meringue pieces, priced at £3.29.
Linsey Taylor, Senior Director of Own Brand Development and Innovation at Asda, said:
“There really is something for everyone landing in stores this week – Summer is always an exciting time for new product launches, but this year we’ve really stepped it up a notch with the aim of surprising and delighting customer across every category in store.
“From frozen to food-to-go and BBQ meats to tapas, we’ve refreshed our ranges with not just incredible quality products, but also making sure they’re at Asda prices, so customers don’t have to compromise this Summer. That balance is always the most important thing for us. Customers want food that feels worth getting excited about, but they also want to know they can trust Asda to deliver proper value every time they shop.”
Extra savings through Asda Rewards
To celebrate the huge launch moment, customers can also unlock additional value through new Asda Rewards coupons, including:
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Spend £12 on Frozen products and get £2 off – Customers need to scan their Rewards app and coupon in-store, and coupons will automatically be added at the checkout for online purchases linked to a Rewards account.
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Spend £12 across Meat, Fish & Poultry and meat alternatives, and get £2 off – Customers need to scan their Rewards app and coupon in-store, and coupons will automatically be added at the checkout for online purchases linked to a Rewards account.
With hundreds of new products and major in-store changes landing at once, the launch marks one of the most significant food range updates from Asda this year.
Visit Asda.com for more information.
*Google Trends Data May 2026
*Asda Rewards T&Cs
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